A Comprehensive New Platform in Hospitality Services

By Bill Hoffman President/CEO, Trigild | November 25, 2012

With a focus on strengthening our hospitality services, Trigild – a real estate services firm with 35 years of property management, receivership/bankruptcy and consulting expertise – recently announced a strategic alliance with Blu Hotel Investors, a Santa Barbara-based hotel company with extensive expertise in acquisitions and ground-up development. The newly formed alliance enables both companies to share specific resources, services and specialties.

This partnership seems apropos, as Trigild was founded primarily as a hotel management firm in 1976 (we also began adding multi-family properties early on). In the mid 80's we started getting calls from lenders to handle non-performing hotel assets. Our first receivership assignment was on a hotel in Palm Springs for Home Federal Savings."

Over the years, our work for lender clients expanded to include a variety of fiduciary assignments on all forms of commercial real estate -- although we continued to evolve as a full service real estate services firm, offering asset management, property management, receiverships, bankruptcy trusteeships and consulting services for businesses in all sectors. We have handled thousands of properties over the years, and most are management-intensive projects – such as hotels, restaurants, senior care facilities and other "business enterprise" properties.

Properties that involve the operation of a business are infinitely more challenging – and require specific knowledge of the business itself, not merely general real estate management skills. Complex issues that need to be tackled when handling operating business include payroll and employment, tax liabilities, vendor and supplier relationships, utility services, liquor licenses, franchise agreements and inventories that may require immediate attention.

Such management-intensive businesses are our forte. We often hire hundreds of employees on very short notice and have thousands of details to track to make the court – as well as both debtor and lender – happy. We also continue to handle more "traditional" commercial real estate projects like office buildings, multifamily, shopping centers and industrial complexes.

Armed with extensive operations experience, we are now expanding our efforts in the hospitality sector, offering new services for investors and partners. To that end, we recently announced the strategic alliance with Blu Hotel. Specific services now offered by Trigild will include management, asset management, branding, pre-development planning, acquisitions and development."

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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.