Editorial Board   Guest Author

Mr. Storey

Thomas W. Storey

President of Hospitality, SONIFI Solutions

Thomas (Tom) W. Storey is President of Hospitality for SONIFI Solutions and is responsible for leading all of the Company's hospitality related strategic initiatives and operational activities. Mr. Storey is a seasoned hotelier with an extensive hospitality background based on almost 30 years in the industry. Most recently he served as Executive Vice President Business Strategy for Fairmont Raffles Hotels International (FRHI), a leading global hotel company with over 100 hotels worldwide under the Fairmont, Raffles and Swissotel brands. He was instrumental in the development of FRHI and he helped steer the business through an important period of growth during his recent tenure as President of Fairmont Hotels & Resorts. Other companies and brands for which he has worked include Marriott Hotels, Carlson Companies, Promus Hotels Corporation and Doubletree Hotels. Through various senior management roles, Mr. Storey has made significant contributions in the areas of business development, strategic planning, hotel technology and sales and marketing. As a testament to his contributions, Mr. Storey has been honored with numerous awards and acknowledgements which include being named to the list of The Top 25 Industry Leaders for Business Travel News and Travel Agent magazine as well as appearing on the Marketing 100 list as awarded by Advertising Age magazine. As a leading voice within the hospitality industry, he has also been a member of various organizations including the American Hotel & Lodging Association (AH&LA) and the Travel Industry Association of America (TIAA). Mr. Storey holds a Master's of Business Administration degree from the Johnson School at Cornell University and a Bachelor's degree in Economics from Bates College.

Mr. Storey can be contacted at 605-988-1510 or publicrelations@sonifi.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.