Editorial Board   Guest Author

Ms. Yang

Caroline Yang

Partner & Human Resources Consultant, MultiCultural Business Solutions

Caroline Yang, CHRP, CCP has fifteen years of human resources experience working with Nortel and Compaq in China and ATI (now AMD), TD Bank and Manulife in Canada. In her role as a human resources business partner, Ms. Yang has worked with a diverse workforce and supported multicultural teams of highly skilled technical professionals. Since working with MultiCultural Business Solutions, Ms. Yang has provided services to a broad range of public and private sector organizations, including Scotiabank, Total E&P Canada, GE Canada, City of Kitchener, Citizenship and Immigration Canada, Canada Revenue Agency, University of Ottawa and Ontario Regulator for Access Consortium. Ms. Yang was interviewed by Radio Canada International to share her experience of integrating skilled immigrants into the Canadian workplace. She has multiple publications on leadership, teamwork, global HR policies and total rewards by HRPA, WorldatWork and CERC. She will present at HRPA's 2013 Annual Conference. Ms. Yang graduated from City University of Hong Kong with a Post-Graduate Certificate in Business Administration and a Canadian International Development Agency training program at Simon Fraser University.

Ms. Yang can be contacted at 905-554-1597 or caroline@mcbsol.com

Coming up in June 2018...

Sales & Marketing: Opinions Matter

Hotel Sales and Marketing Directors manage a complex mix of strategies to attract and convert customers into guests. Part of their expertise includes an awareness of customer behavior during the reservation process, so they can make sure their hotel is favorably positioned. One such trend is the growing popularity of travel review sites. According to one recent survey, 61% of prospective customers consult online reviews in order to validate information about the hotel before making a purchasing decision. Another survey found that the average hotel customer reads between 6-12 reviews across 4-10 properties before making a final decision on where to stay. Similarly, other studies have shown that consumer reviews are a more trusted source of information for prospective customers than other kinds of marketing messaging. In fact, reviews are often considered to be as influential as price regarding whether a customer decides to complete a purchase or not. Plus, travel sites with the most reviews - including recent reviews from satisfied customers and thoughtful responses from staff - were also found to be the most appealing. So having positive reviews on a travel website is essential and can help to increase a hotel's conversion rates dramatically. Of course, there are all kinds of additional marketing strategies for sales and marketing directors to consider - the importance of video and the emergence of live streaming; the implementation of voice search; the proliferation of travel bots; and the development of Instagram as an e-commerce platform. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.