Editorial Board   Guest Author

Mr. Takach, Jr.

Richard Takach, Jr.

President & CEO, Vesta Hospitality

In 1996, Richard Takach co-founded Vesta Hospitality with a vision of creating unique hotels that offer the finest in quality and service. With more than 30 years of experience in the hotel industry, he has earned a reputation for attracting and retaining talented hospitality industry professionals who in turn create award-winning hotels with outstanding customer satisfaction. Before forming his own company, Mr. Takach served as Regional Manager for the Marriott Corporation in Bethesda, Maryland, and spent seven years as Executive Vice President of Dimension Development Company of Natchitoches, Louisiana. He has served on Hilton Hotels' Advisory Council and was Chairman (2007/8) of the Owner's Association for InterContinental Hotels Group. Mr. Takach is currently represents the Past Chairman for this organization and is also the Chairman of the Asia Pacific Region. Mr. Takach graduated from Pennsylvania State University with a degree in business administration and has since gained first-hand experience in every aspect of hotel operations, management and development. Mr. Takach is an active community leader generously giving his time as an active member to the Vancouver Rotary Club and the Vancouver Historic Trust. He serves as Chairman of the Evergreen Highway Trail Coalition and serves on the Board as Chairman for the Clark College Foundation in Vancouver, Washington.

Mr. Takach, Jr. can be contacted at 360-737-0442 or rtakach@vestahospitality.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.