Editorial Board   Guest Author

Mr. Plattenburg

George Plattenburg

Managing Partner, Burton Energy Group

George Plattenburg is one of three Managing Partners at Burton Energy Group, a consulting firm based in Alpharetta, Georgia. Burton Energy Group provides sustainability and energy efficiency consulting services for many of the world's leading organizations, including 10 Fortune 150 firms as well as several large public companies headquartered in Europe and several of the largest private companies in the US. Burton's clients typically operate large facility portfolios of hundreds or thousands of locations, and include businesses focused on owning and operating hotels, retail and distribution, manufacturing, financial services, and restaurants. Mr. Plattenburg has more than 25 years of experience in energy efficiency and sustainability, and has worked for in a variety of leadership roles encompassing operations, engineering, sales and marketing. His experience includes energy engineering, utility demand side management program oversight, and service companies helping businesses take full advantage of their investment in energy and infrastructure. He has a BS in Mechanical Engineering from Duke University and an MBA from Washington University in St. Louis, and is a registered Professional Engineer. Mr. Plattenburg has a passion for working with clients to help them drive utility usage out of their businesses to reduce their environmental impact and improve their bottom lines. His clients rely on him to design, develop, and implement comprehensive programs to reduce the consumption and cost of utilities including electricity, natural gas, and water, and to help them understand and lower their carbon footprints. These client programs include demand side reduction improvements, energy risk and supply management, and analysis and business insights based on utility consumption information.

Mr. Plattenburg can be contacted at 678-829-4018 or gplattenburg@burtonenergygroup.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.