Editorial Board   Guest Author

Mr. Johnson

Brian Johnson

Managing Director, Loews Ventana Canyon Resort

Brian Johnson is the Managing Director of the Loews Ventana Canyon Resort, the 398-room award-winning property nestled in the Santa Catalina Foothills in Tucson, Ariz. His extensive experience in the hotel industry includes serving as general manager of the Loews Portofino Bay Hotel in Orlando, Fla., and various management roles in hotels including the Regent Las Vegas, Scottsdale Princess, Resort at Squaw Creek, Sheraton Grande Torrey Pines and several of the Sheraton Hotels on Harbor Island. Johnson received a Bachelor's Degree in Hotel and Restaurant Administration from the University of Nevada in Las Vegas, and an MBA in Business Administration with an Emphasis in Marketing from National University in San Diego, California. He currently serves as the Arizona representative for the American Hotel and Lodging Association (AHLA), and is a member of the Southern Arizona Leadership Council (SALC). He also is an executive board member of both the Arizona Lodging and Tourism Association (AzLTA) and the Southern Arizona Lodging and Resort Association (SALARA). Amongst his many accolades are Hotel of the Year 2009 and General Manager of the Year 2008 from Loews Hotels and Resorts, Father of the Year from the Tucson Father's Day Council in 2007, and Hotelier of the Year 2006 award from the Arizona Hotel and Lodging Association.

Mr. Johnson can be contacted at 520-529-7900 or bjohnson@loewshotels.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.