Editorial Board   Guest Author

Mr. Cooper

Jeremy Cooper

Director Global Guest Initiatives / Food & Beverage, Starwood Hotel & Resorts

Jeremy Cooper is the Director of Global Guest Initiatives and Food & Beverage for Starwood Hotels & Resorts' Specialty Select Brands (SSB), including Aloft®, Element® and Four Points® by Sheraton. In this role, Cooper is responsible for leading food and beverage program development and execution in North America and international divisions. Prior to joining the Specialty Select Brand team, Cooper served as Associate Director of Food & Beverage for North America Franchise and Owner Services from 2007-2010, leading food and beverage operational support for 250+ properties across the Sheraton®, Westin®, Le Meridien® and The Luxury Collection® brands. Before his positions at Starwood Hotels & Resorts World, Inc. Mr. Cooper served as Director of Marketing at ARAMARK Corporation, where he developed retail marketing platforms and field training for B&I, Healthcare and Schools in the U.S., Spain and Chile. He has also served in a variety of Food and Beverage management roles with Four Seasons Hotels & Resorts and independent hotels in Texas. Mr. Cooper is a graduate of Cornell University's School of Hotel Administration, honing his interest in wine and culinary at Ecole Hoteliere de Lausanne. He received his Master's in Business Administration from Georgetown University. Jeremy currently resides in New York City.

Mr. Cooper can be contacted at 914-640-8100 or jeremy.cooper@starwoodhotels.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.