Editorial Board   Guest Author

Mr. Stoup

David Stoup

Chairman, Trilogy Spa Holdings, LLC

David Stoup is the Chairman of Trilogy Spa Holdings, a boutique spa management company dedicated to leveraging international beauty brands and its owned brand portfolio to create unique high performance hospitality spa environments in four and five star properties. Examples include the Guerlain Spa at The Plaza, and Well & Being at the Fairmont Scottsdale Princess.

Mr. Stoup is also the Co-Chairman and CEO of Healthy Lifestyle Brands, LLC (HLB), a pure play licensing company, whose mission is to be the leading resource for education, information, products and services based on the principles of integrative medicine. Healthy Lifestyle Brands is the owner of the website www.drweil.com, the leading Integrative Medicine website on the internet. HLB also licenses the IP of a variety of healthcare authorities and wellness advocates onto healthy consumer products including, Martha Stewart, Jessica Simpson, Zac Brown, the Environmental Working Group and Tieraona Low Dog, MD.

Over his 30 plus year career, Mr. Stoup both founded and re-invented a variety of companies, concentrating on upscale consumer products and services firms. Mr. Stoup's experience includes co-founding La Prairie, Inc., Phillip Kingsley Products, Inc., Colours & Scents and Perry Ellis Shoes, all of which were sold to strategic buyers. In 1992, Mr. Stoup secured the exclusive worldwide rights to operate the Red Door Spas under the Elizabeth Arden trade name from Unilever. As CEO, Mr. Stoup oversaw the growth of Elizabeth Arden Salon Holdings from two Red Door spas to 142 day spas in 26 markets throughout the United States and the United Kingdom, until its sale to private equity.

Mr. Stoup's passion also extends to the non-profit world. He serves as a Member of the Board of Directors for the Amazon Conservation Team, Founder of YPO's Global Youth Exchange and as a Board Member of St. Joseph's Medical Center. He is also an active member of World Presidents Organization (WPO) and Chief Executives Organization (CEO).

Mr. Stoup attended the University of Missouri where he majored in Finance. He received his Juris Doctor in 1977 from the University of Missouri-Kansas City School of Law and immediately began practicing commercial real estate, corporate law and business.

Please visit http://www.trilogyspaholdings.com for more information.

Mr. Stoup can be contacted at +1 602-432-3252 or DStoup@trilogyspaholdings.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.