Editorial Board   Guest Author

Mr. Sorci

Jason Sorci

Partner & Chief Financial Officer, Architectural Design Consultants, Inc.

Jason Sorci is the Chief Financial Officer, Vice President, and a partner at Architectural Design Consultants, Inc. (ADCI) an architectural firm internationally recognized for its work in the design of hotel resorts and indoor water-parks headquartered in Lake Delton, WI. In addition to his CFO duties, Jason is actively involved in both new client development and project management. Prior to joining ADCI in 2006, Mr. Sorci managed a structural consulting firm in Madison, WI working with a variety of clients designing and managing the design of several significant indoor waterparks, resorts, and high-rise buildings. At ADCI, Mr. Sorci uses his background in engineering to help guide project conceptual design, manage key engineering consultants, and provide an additional layer of quality control, constructability review, and construction cost control. Mr. Sorci received his Bachelor's Degree in Civil Engineering and Master's Degree in Structural Engineering from Marquette University and a Master of Business Administration from University of Wisconsin - Milwaukee.

Mr. Sorci can be contacted at 608-254-6181 or j.sorci@adcidesign.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.