Editorial Board   Guest Author

Ms. Greener

Catherine Greener

Vice President of Sustainability, Xanterra Parks & Resorts

Catherine Greener is Vice President of Sustainability for Xanterra Parks & Resorts. Ms. Greener joined Xanterra in September of 2012 and is responsible for overseeing Xanterra's corporate environmental initiatives. Greener brings more than 25 years of experience in the implementation of sustainability, lean manufacturing, and quality management systems to Xanterra. Ms. Greener has applied her problem-solving skills, experience, and ISO 14000/Six Sigma/ISO 9000 quality management standards to lead sustainability and resource efficiency projects for small and large companies in various industries, ranging from food & beverage processing to the automotive, chemical, semi-conductor, facility automation (robotics), and construction industries. Prior to joining Xanterra, Ms. Greener's experience included VP of Sustainability Consulting at Saatchi & Saatchi S, Team Leader Commercial and Industrial Team, Rocky Mountain Institute and Director of Quality and Customer Focus for ABB Flexible Automation. She is regularly invited to speak on various sustainability topics including strategy, employee engagement and integrating sustainability into marketing messages. Ms. Greener holds a BS in Industrial Engineering from Northwestern University and a MBA from the University of Michigan.

Ms. Greener can be contacted at 303-600-3400 or info@xanterra.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.