Editorial Board   Guest Author

Mr. Anderson

Carl Anderson

Director, Food & Beverage, The Modern Honolulu

Carl Anderson is Director of Food and Beverage at The Modern Honolulu on the island of Oahu. Mr. Anderson is responsible for all food and beverage operations, including enhancing the hotel's on-property dining options, in-room dining, and banquet and catering services alongside Executive Chef Scott Toner. Before joining The Modern Honolulu, Mr. Anderson managed progressive restaurants, outlets and catering concepts in both Chicago and Hawaii. After graduation from Lewis University with a degree in Business Administration, Mr. Anderson began his professional career in the hospitality industry running small nightclubs and soon found himself at the Hotel Intercontinental Chicago as a Food and Beverage Manager in 1997. At the upscale, 4-star property, Mr. Anderson managed all F&B elements, including each of the hotel's outlets, menus and entertainment concepts. In 2002, Mr. Anderson accepted the position of Director of Weddings at The Westin Michigan Avenue Chicago hotel. In 2003, Mr. Anderson was named Senior Sales Manager for Wolfgang Puck Events, where he refined his skills in the marketing and events realm by planning and executing large-scale events. In Wolfgang Puck's quest to produce Oscar-level events across the country, Mr. Anderson oversaw large-scale Chicago-based events such as Oprah Winfrey's on-air 50th birthday, the Children's Memorial Gala, The Steppenwolf Gala, the Butterfly Ball, the star-studded event ‘Roger Ebert Day' and even Chicago's most prestigious event, the Millennium Park Opening Gala. From 2005-2012, Mr. Anderson created several Chicago-based boutique restaurant concepts to media acclaim, overseeing all food and beverage direction for Between Boutique Cafe & Lounge, Sushi House I-II and Usagi Ya. Mr. Anderson relocated to Hawaii in 2012 and to serve as Department Head of Food and Beverage at Four Seasons Resort Lanai at Manele Bay prior to joining The Modern Honolulu team as Director of F&B in late February 2013.

Mr. Anderson can be contacted at 808-954-7427 or modern@jpublicrelations.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.