Editorial Board   Guest Author

Ms. McNees

Lynne McNees

President, International Spa Association

Lynne McNees is the President of the International SPA Association (ISPA). For nearly 20 years, McNees has led the global operations representing spas and resource partners. Headquartered in Lexington, Ky., Ms. McNees serves as ISPA's official spokesperson and is frequently interviewed as a spa expert by major media outlets including The New York Times, Travel + Leisure, USA Today, Women's Wear Daily, the Associated Press and numerous consumer and trade publications. Prior to her role with ISPA, Ms. McNees worked for several years in Washington, D.C. Her significant accomplishments in the nation's capital included positions with WorldCupUSA, the National Association of Chain Drug Stores, The President's Commission on The White House Fellowships and the Office Presidential Personnel in The White House. Ms. McNees also served on the Bush/Quayle campaign and Presidential Inaugural teams. A native of Dallas, Texas, Ms. McNees currently serves on the Dallas Customer Advisory Board, Professional Beauty Federation Board and the Bank of the Bluegrass Advisory Board. She is a graduate of the University of Maryland with a bachelor's degree in kinesiological science.

Ms. McNees can be contacted at 859-425-5072 or lynne.mcnees@ispastaff.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.