Editorial Board   Guest Author

Mr. Lustig

Ronald M. Lustig

Design Architect/Principal, Earl Swensson Associates, Inc. (ESa)

Ronald M. Lustig, AIA, ISHC, EDAC, LEED Green Associate is Design Architect/Principal of Earl Swensson Associates, Inc. (ESa), an architectural firm of which he has been a member for 37 years. He has extensive experience in the design of hospitality venues, convention centers, resorts, spas and entertainment venues across the country and abroad. A few of the notable lodging property projects in which he has been involved include The Hotel Hershey, Hershey, PA; Malliouhana Hotel Spa, Meads Bay, Anguilla, British West Indies; The Broadmoor Hotel renovation and Spa, Colorado Springs, CO; the Jumeirah Talise Wellness Resort, Dubai, UAE; the Gaylord Opryland Hotel and Convention Center, Nashville, TN as well as Hyatt, Hilton, Marriott and Westin hotels. He has also worked on several freestanding conference centers. His diverse portfolio also includes experience in the design and master planning of healthcare facilities, corporate office buildings and retail. He served as 2000-20001 chairman of the International Society of Hospitality Consultants and is past president, treasurer and member of the Board of Directors. He serves on the Design Committee of the Global Hotel Network. Mr. Lustig often serves as a speaker at hospitality related conferences and events across the country. He served as featured speaker of the Central America Tourism & Hotel Investment Exchange Conference (CATHIE) in Managua, Nicaragua in 2009.

Mr. Lustig can be contacted at 615.-329-9445 or ronl@esarch.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. 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.