Editorial Board   Guest Author

Ms. Parsons

Pamela Parsons

Senior Vice President, ForrestPerkins

A licensed architect, a certified interior designer and a LEED Accredited Professional, Pamela Parsons brings a unique hotel owner's perspective and a great depth of experience to FORRESTPERKINS in her position as Senior Vice President of Operations. Ms. Parsons, a seasoned professional in hotel design and construction for both domestic and international new development and renovations, has built and managed teams and relationships with many different internal departments and external resources. She is particularly savvy in project and design management. Ms. Parsons led the design and construction group at Host Hotels & Resorts and understands the owner's point of view thoroughly. She focuses on bottom line performance, return-on-investment and linking superior design with sound business decisions regarding investments. During her 10-year tenure with Host Hotels & Resorts, Ms. Parsons administered the design and construction of $90 million to $550 million of annual capital for construction for the $10 billion Fortune 500 Real Estate Investment Trust (REIT). Host is the largest hospitality REIT in the world and at the time of Ms. Parsons' leadership owned 125 upper upscale and luxury hotels in the US, South America and Europe. Hotel brands included Fairmont, Four Seasons, Hilton, Hyatt, Marriott International, Ritz-Carlton, Sheraton, St. Regis, Swissotel Hotels & Resorts and The Luxury Collection, among others. Earlier in her career, Ms. Parsons was the department head of the Conference Center Division of the Design and Construction Group at Marriott International and a Design Manager for New Build Construction at Marriott Corporation. She was Associate Vice President of RTKL in a previous position, where she was project architect for the new builds. NCARB- and NCIDQ-certified, Ms. Parsons is a member of the American Institute of Architects and the American Society of Interior Designers and holds a Bachelor of Science degree in Construction and a Bachelor of Architecture degree from the Rensselaer Polytechnic Institute in Troy, New York.

Ms. Parsons can be contacted at 202-478-8810 x118 or pparsons@forrestperkins.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.