Executive Hotels: some good news in a bad economy

Some of Executive Hotels & Resorts’ principals at the 2008 Annual Conference, left to right, Jimmy Yamashita — corporate revenue manager, Harald Kurtzke — director of hotel operations, Brenda Clark — regional director of sales Eastern Canada, Manfred Stenzel — regional director of sales Western Canada, Tamara Tam — senior programs and operations manager Jared Sissons — general manager Executive Hotel Vintage Park Downtown Vancouver, Salim Sayani — chief executive officer, Harris Lam— director of sales tour and travel and Phillip Wong — corporate revenue coordinator.

By Colleen Isherwood
Editor

VANCOUVER—At Executive Hotels and Resorts’ Annual Conference, held at the Executive Hotel Vintage Park in Vancouver in late November, the conference theme was “Operating and marketing hotels more effectively in a contracting economy.”

Director of hotel operations Harald Kurtzke pointed out that despite global and local turmoil, there’s good news for the 15-property hotel chain.

“We as a brand have had the pleasure to announce two new properties,” he told the conference attendees.

The new Garibaldi Springs resort in Squamish, BC opened in May 2008, with Kris Szylowski as general manager.  And the Executive Eurostar Hotel Victoria, a 152-room full-service property that was formerly a Holiday Inn, joined the chain in September. Terry Mills is the general manager and Todd Babie is in charge of operations.

Additional hotels are on the horizon, said Kurtzke, adding that there will be an announcement in January.

Guest satisfaction best strategy in tough times

Guest satisfaction is the best strategy in tough economic times, he stressed, and green initiatives are tied in with customer loyalty, he added.  “Overall, guests who recognize that a hotel has green initiatives stay longer, are happier and are more likely to consider loyalty programs. They have half the complaints of other hotels.”

Nash Banaji, vice-president brand strategy + creative for the chain, stressed the importance of pictures in the company’s marketing strategy.

Good pictures are worth more bookings, and produce higher conversion rates of 34-55 per cent according to Marketing Magazine, he said.  “Hotel photographs provide a first glimpse, a first impression and a lasting impression,” he added.

“With the Internet, your hotel pictures are competing with every other hotel in the world—they are the gas your marketing vehicles run on.”
 
Banaji underlined his point by showing the difference between dark, dingy unprofessional shots and quality photos in marketing the host hotel, the Executive Hotel Vintage Park.

Photos can appear everywhere—in a new section of the company website titled Picture Gallery, digital picture frames in the lobby, in-room promo stands, signature banners on e-mails, and in videos and slideshows on the world’s largest travel websites.

He describes each Executive Hotel as being “an affordable boutique-inspired hotel experience for the executive at work and play.” Specifically, the chain is targetting business and leisure travellers who stay in hotels at least five nights per year. Markets of interest include government booking agents, women and the Asian market.

At the company’s awards dinner on Monday, Nov. 24, the winners were as follows.

Executive Escapes Champion Hotel: Executive Hotel Vintage Court, San Francisco, presented to Keith Wesselmann, general manager.

Execudex Champion Hotel: Executive Hotel & Conference Centre Burnaby, BC presented to Luci Guglielmucci, general manager.  The hotel saw a 42 per cent increase in Execudex online bookings in one year.

Brand Champion Hotel: Executive Royal Inn, Leduc, AB presented to Emma Pietroleonardo, general manager.

Host Hotel Recognition: Executive Hotel Vintage Park, presented to Jared Sissons, general manger.