Editorial Board   Guest Author

Ms. DeHaven

Christina DeHaven

Principal, DeHaven Consulting

Christina DeHaven, CMP is President and owner of DeHaven Consulting, a full-service meeting planning and event education company based in New Jersey. Ms. DeHaven takes pride in creating exceptional events with seamless production. She is a passionate logistics professional with experience in pharmaceutical, corporate and association meetings and events. Through her speaking and training engagements at industry conferences, 'lunch & learn's and FAM trips, she continues to advance professionalism and the highest standards within the industry. With her supplier consulting, Ms. DeHaven helps venues grow their group business, increase market share and make improvements to become a “Pharma Friendly” property. She is also working with the Convention Industry Council (CIC) as a Subject Matter Expert for the creation of the healthcare subspecialty designation. Before founding her own consultancy, Ms. DeHaven was a Project Manager with UniversalWorld Events. There she sourced and managed global product launches, international pharmaceutical meetings, events, domestic and international congresses, advisory board meetings and trainings across multiple therapeutic areas. She led motivated, performance driven teams to operational excellence and conducted staff training on Pharmaceutical Compliance, Venue Contracting and Negotiation Strategies. Prior to her work with UWE Ms. DeHaven planned medical education meetings for DesignWrite, a full-service medical communications company. There she was a training mentor and received five Service Recognition Awards for client satisfaction. Ms. DeHaven began her career in the meetings industry as a supplier holding various positions in Sales & Catering for Crestline Hotels & Resorts, Hyatt and Starwood. She has experience selling the SMERF and Corporate markets for both the Hyatt and Westin brands.

Ms. DeHaven can be contacted at 609-223-2229 or christina@dehavenconsulting.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.