A Path Towards a More Sustainable and Efficient Energy Management System

By James Gieselman Principal, Servidyne | December 18, 2016

Start discussing a technical topic and watch as people's eyes glaze over, even if those people are fully aware that it's something they should be paying attention to. Embarking on a path toward a more sustainable and energy efficient hotel operation qualifies as one of these 'glazed' subjects, so to eliminate any possibility of eyelid fatigue, let's talk about this extremely important issue in terms of something just a bit more fun - golf.

A Golf Analogy

Tired of listening to your old college buddies boast about how well they're scoring on the course, you finally decide to up your game. All indications are that they're tearing it up every time they play, so the first thing you must do is to find out just how good your friends actually are. Establishing their handicaps in the range of 15 to 23, this still doesn't give you – the sans-handicap learner – an accurate barometer for whether they are better than you or not. Maybe before buying that new $1,400 set of clubs everyone said you had to have, it might be smart to wait and see where you stand.

So, you go out and establish your handicap over the next several weeks. Lo and behold, yours turns out to be a 21! Certainly not the best of the group, but not the worst either. Now, though, you're wondering how you can lower that handicap so you become the best of your peers.

You could just go out and play more, but that hasn't proven effective for the last two decades, so why would it work now? No, you need to think this through and have a plan. That's the only sure way to make this happen. Thus, you opt for lessons to help improve your approach.

After finding the right golf professional, you meet him on the driving range. Driving, long irons, chipping and putting – he looks over your whole repertoire. Then he suggests five ways to improve your game substantially such as changing your stance, bigger hip turns, higher follow-through, new grips for your irons and purchasing one of those rescue/hybrid clubs. Pretty simple stuff, and it won't cost you a fortune either.

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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.