Editorial Board   

Mr. Costin

Matthew Costin

Global Director (Hotels & Hospitality), BDRC Continental

Matthew Costin, is the Global Director (Hotels & Hospitality) of BDRC Continental, a market research consultancy specialising in the hotels and hospitality sector. In more than a decade at BDRC, Mr. Costin has worked with many of the world's leading hospitality companies, such as IHG, Hilton, Starwood and Marriott. He is an expert in the fields of brand equity and customer experience and is also a recognised authority on the meetings and conference sector. Mr. Costin joined BDRC in 2002, having started his insight career two years earlier with Abacus Research, where he worked mainly for clients in the financial services and media verticals. At BDRC, he assumed responsibility for the agency's work in the rapidly growing meetings and conference sector. In addition to overseeing the BDRC Meetings Market Survey programmes, Mr. Costin launched VenueVerdict, a suite of hospitality customer experience management and competitor benchmarking applications that has now been adopted by hotel companies in more than 70 countries worldwide. In 2008, Mr. Costin was promoted to BDRC's senior management team and appointed to head up the company's global Hotels & Hospitality research practise, which operates out of BDRC's head office in London as well as regional offices in Singapore, Beijing and Sydney. Alongside his management responsibilities, he retains a hands-on role with custom hotel research and consultancy assignments, as well as BDRC's global Hotel Guest Survey and Meetings Market Survey program. Mr. Costin has a MA in International Relations from the University of Sussex and holds an MBA from Henley Business School.

Mr. Costin can be contacted at +44 (0)20 7400 1004 or matt.costin@bdrc-continental.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. 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.