Editorial Board   

Mr. Catrett

Jeffrey Catrett

Dean, Kendall College Les Roches School of Hospitality Management

Jeffrey Catrett joined Kendall College as Dean of the Les Roches School of Hospitality Management and dean of the School of Business in 2006. His professional experience in hospitality and hospitality education spans 25 years and four continents - North America, Europe, Asia and Africa. After a ten-year management career in hotel operations, with companies such as Omni International and Swiss^otel, Mr. Catrett turned his attention to academics in 1989. Prior to joining Kendall College, Mr. Catrett served as dean at the Ecole h^oteli`ere de Lausanne (2000-2005) and dean of Academics at the original Les Roches Swiss Hotel Association School of Hotel Management (1992-1995), in Bluche, Switzerland. He is a frequent speaker and consultant, both nationally and internationally, on curriculum development, hospitality trends, hospitality information technology and strategic management. Mr. Catrett holds a Bachelor of Arts degree from Middlebury College and a Master of Management in Hospitality from the Cornell University School of Hotel Administration. He has published articles in several major hospitality texts and journals including the Cornell Hotel and Restaurant Administration Quarterly and the Surrey Quarterly. Mr. Catrett is also a member of the Cornell Hotel Society and the International Council of on Hotel, Restaurant and Institutional Education Association (ICHRIE).

Mr. Catrett can be contacted at 312-752-2418 or jcatrett@kendall.edu

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.