Editorial Board   Guest Author

Mr. May

Mike May

President, Spear One

Mike May, CMP, IP, is President and owner of Spear One, a full-service meeting planning and sales incentive company in Dallas, Texas. Spear One helps Fortune 1000 clients engage their employees and sales channels through group incentive travel, event planning, recognition & incentive programs, and engagement campaigns - with creativity, flexibility, and a commitment to results. Mr. May's expertise includes creating amazing incentive trips, matching the perfect destination and venue to each group's audience and goals, creative graphic design and communication techniques, and motivational incentive program rules. Under Mr. May's leadership, Spear One has quintupled in size and expanded its international presence. Spear One has won numerous industry awards, including Best Places to Work in the Meetings Industry by Meetings & Conventions magazine and a Motivation Masters Award by Incentive Magazine. Mr. May is a strong industry supporter serving as the Vice-Chairman of the Incentive Research Foundation, a past member of the Performance Improvement Council of the Incentive Marketing Association, on the advisory board for Incentive Magazine, and a frequent industry presenter. Mr. May recently published 12.5 Steps to a Perfect Incentive Program, a comprehensive how-to guide packed with 70 pages of incentive tips, actionable advice, and industry research. The Spear One team of meeting planners have also turned out several free e-books focused on group meetings and incentive travel - Meeting Planner Review of All-Inclusive Resorts with candid reviews, ratings, and rankings of their top 36 all-inclusive resorts for groups; the Maui Incentive Travel Guide featuring resort reviews, top group activities, and island fun facts; and The Incentive Travel Guide for Kauai, Lanai, and The Big Island. Please visit http://www.spearone.com for more information.

Mr. May can be contacted at 972-661-6010 or mike.may@spearone.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.