Editorial Board   Guest Author

Mr. Gourdie

Eric Gourdie

Strategic Revenue Director, Sceptre Hospitality Resources

With extensive revenue and channel management experience, Eric Gourdie, CRME joined the Sceptre team in December of 2002. He assists clients in evaluating the deployment of revenue management strategies and revenue analytics as well as maintaining rate integrity. His main focus is offering insight into increasing revenues through all available booking channels, as well as the full utilization of the Central Reservation System to optimize revenue and channel management. Prior to joining the team, Mr. Gourdie has worked in numerous hotel roles, such as General Manager for Marriott Courtyard and Fairfield Inn Brands in the Southeastern US, Revenue Management and Hotel Operations with Hilton Hotels in Denver, and Hotel Operations at the Walt Disney Resort in Orlando. This experience allows Mr. Gourdie to assist with the day-to-day revenue and distribution decisions needed to deliver growth. Mr. Gourdie's expertise in the various technical systems allows clients to streamline processes and gain optimal training in using those programs to their advantage. Mr. Gourdie is a graduate of the University of Central Florida in Orlando, Florida, and has won numerous management awards from both Marriott and Hilton.

Mr. Gourdie can be contacted at 303-220-2168 or egourdie@sceptrehospitality.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.