Editorial Board   Guest Author

Ms. Latkovic

Tracey Anne Latkovic

Corporate Vice President / Sales, Canyon Ranch

Tracey Anne Latkovic's twenty years of revenue development experience encompass disciplines ranging from luxury resorts and destination spas to golf and real estate. As the corporate vice president of sales for Canyon Ranch, she oversees resort, hotel and SpaClub teams to expand markets and increase revenue for the brand. Ms. Latkovic has served over four years as the vice president of sales & marketing for Miraval Holding where she led revenue generation efforts corporate wide for both resort and real estate development for the iconic destination spa brand. Additionally, Ms. Latkovic worked as the vice president of sales, marketing and revenue development for PGA National, director of sales & marketing with the St. Regis brand and spent over 10 years prior as a director of sales for KSL Resort Group's La Quinta Resort & Club and the legendary Wigwam Resort where she was recognized as one of the Top Ten Women in Business & Industry by Today's Arizona Woman Success Magazine. Ms. Latkovic holds a Bachelor of Science degree in Aeronautical Engineering from Embry-Riddle Aeronautical University and lives in Tucson, Arizona.

Ms. Latkovic can be contacted at 80097588804208 or tlatkovic@canyonranch.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.