Editorial Board   Guest Author

Mr. Allen

Edward Allen

Executive Chef, Foxwoods Resort Casino

Executive Chef Edward Allen joined Foxwoods Resort Casino in January of 2012, overseeing the entire culinary team, including a staff of more than 500. After honing his skills at some of the world's finest properties on the east coast, including The Walt Disney World Swan in Orlando and the Westin Resort on Hilton Head Island, Mr. Allen moved into the casino industry, working in the Mid West, Las Vegas and Colorado. Chef Eddie apprenticed and developed his passion for epicurean arts in the Pacific Northwest, infusing his love for the area and his Japanese heritage into his cooking style by uniting American and European influences with the simplistic nature of Asian cuisine.

Mr. Allen can be contacted at 800-369-9663 or eallen@foxwoods.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.