Five TripAdvisor All-stars Discuss the Link Between Management and Marketing
By Josiah MacKenzie Vice President , ReviewPro | May 27, 2010
Using a slick marketing campaign to promote a poorly-managed hotel isn't very smart. Sure, you might attract lots of guests - at first. But once they visit and have a disappointing stay, they'll simply spread the word. And bad news always travels faster than good news, especially in these days of instant communication.
Smart hoteliers understand how key management decisions impact marketing, for better or for worse. To explore this link, I interviewed a diverse group of five hoteliers whose properties are near the top of the TripAdvisor listings for their respective cities. With over 30 million guest reviews, TripAdvisor is the de facto benchmark of online guest opinions. Those hotels at the top are obviously making wise business decisions that positively affect their marketing and image.
The hoteliers I spoke with are:
- Mariquel Waingarten of the Tailor Made Hotel in Buenos Aires, Argentina
- Michael Rosney of the Killeen House Hotel in Ireland
- David Craig of the Hotel Teatro in Denver, Colorado
- Adele Gutman of HKHotels in New York City
- Jonathan Raggett of Red Carnation Hotel Collection in London
Interestingly - and probably not that surprisingly - the management styles of the five are quite similar. Here are their top tips.
Start with a clear, specific vision
Mariquel Waingarten of Buenos Aires' Tailor Made Hotel is a seasoned traveler who often found her luxury hotel experiences lacking. If she was paying top dollar for her room, she didn't want to be nickeled-and-dimed for amenities like WiFi and bottled water. And even if she was seeking a luxurious, haute couture hotel experience, she wanted to feel welcomed and comfortable.