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Sarah Searls on Becoming Choice’s First Chief Customer Officer

Sarah Searls
Sarah Searls has spent the majority of her career working in analytics—first for America Online and Time Warner for nearly 10 years before moving on to Choice Hotels, where she began to build out the company’s marketing analytics capabilities. “Early on, the company recognized the potential of leveraging data and analytics to influence strategic and operating decisions that drive...

Positive Impact: Viceroy Hotels Asks For More 
Out of Social Influencers

Viceroy Hotel Chicago - Viceroy Hotels
When influencer Andrew Glatt stayed at the Viceroy Chicago in November, neither the hotel’s Tesla Model X house car, its sprawling rooftop lounge, nor its complimentary shoeshine service ever appeared in his Instagram post. Instead, Glatt posted 10 pictures of dogs. And Viceroy Hotels was perfectly fine with that. In fact, that’s exactly what the company signed up for when...

Exploring New Trends in Hospitality Marketing at HSMAI’s 2020 Marketing Strategy Conference

HSMAI Marketing Strategy Conference
It’s a new year and, while hotel marketers face many of the same recurring issues, 2020 is expected to present both new challenges and opportunities. A day after the Adrian Awards celebrated the top minds in travel marketing, many of those same leaders took the stage on January 22 at the 2020 HSMAI Marketing Strategy conference at the Marriott...

Starring Role: Fontainebleau Miami Beach Hosts Film Crews and Guests

Fontainebleau Miami Beach, The Marvelous Mrs. Maisel, Photo credit: Prime Video
On top of hosting its usual guests last June, Fontainebleau Miami Beach welcomed production crews to the property, accommodating filming in the hotel’s lobby for season three of The Amazon Original series The Marvelous Mrs. Maisel. Fontainebleau worked closely with the series’ production team and Amazon Prime to retrofit the lobby to match the mid-century era in which the...

Best Practices for Growing Direct Booking Revenue

Growing direct booking revenue via digital marketing
Digital marketing has been around for more than 20 years, yet it still feels very disruptive, and for most organizations, is under-delivering on its promise—which is to create a sustainable source of new customers, nudge past customers to rebook, and reduce the cost of delivering exceptional customer service. Most hotel brands are among the disappointed. While digital is a significant...