Editorial Board   Guest Author

Mr. Atanassov

Emil Atanassov

General Manager, Asia Pacific, Sajan, Inc.

Emil Atanassov serves as General Manager, Asia-Pacific and heads up the Singapore office at Sajan, a leading global language services provider known for its top-ranked proprietary translation management system technology. Since Sajan's inception in 1997, its teams of localization professionals have been creating custom solutions for a wide variety of companies in several industries, with unique specialization in the travel and hospitality arena. The Sajan Singapore office specializes in time-sensitive global content such as websites, marketing materials, customer communications and loyalty programs, booking and reservation databases, backend fulfillment, revenue management, internal employee communications and signage. Mr. Atanassov played an integral role in Sajan's European expansion, helping to establish Sajan's European headquarters in Ireland. He then led the charge in establishing Sajan's Asia-Pacific headquarters, which opened its doors in 2011. Among Mr. Atanassov's specializations is leading localization and globalization initiatives for the world's largest travel companies, including the largest airline alliance. He also specializes in assisting clients with quantifying and measuring return on investment for localization. He and his team's accomplishments encompass a wide variety of revenue-boosting initiatives, including ongoing efforts in optimizing and rewriting hotel descriptive content to produce long-standing benefits such as increased content optimization, greater user experience and higher cost savings. Mr. Atanassov obtained his degree at the University of Wisconsin-River Falls in the Midwestern United States and is pursuing additional education at Singapore Management University. He continues to lend his topical expertise and insights to publications that focus on global content and localization.

Mr. Atanassov can be contacted at + 65 90174280 or eatanassov@sajan.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.