Editorial Board   Guest Author

Mr. Abram

Andrew Abram

General Manager, Raffles Dubai

Mr. Andrew Abram is the General Manager of Raffles Dubai and most recently from the Mandarin Oriental Hotel Group, where he has held a number of positions since 2003. He was most recently General Manager of the Mandarin Oriental Dhara Dhevi in Chiang Mai, Thailand. He joined the group as Resident Manager of The Excelsior Hong Kong, and went on to lead the renovation and reopening of the Mandarin Oriental Jakarta, holding the role of General Manager for eight years. Mr Abram brings an insider's knowledge of Dubai to Raffles, having held the position of Corporate Director of Sales and Marketing with the Jumeirah International group in the Middle East. During his tenure, he was responsible for the branding and launch for several projects, including the Burj Al Arab, The Jumeirah Beach Resort and Emirates Towers. He also worked at the Carlton Towers in London.

Mr. Abram can be contacted at 971-4324-6000 or andrew.abram@raffles.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.