Editorial Board   

Mr. Stacy

Mike Stacy

Chief Executive Officer, Groople.com

Mike Stacy has been the Chief Executive Officer of Groople.com, the leading group travel booking website since November 2005. Mr. Stacy brings 15 years of experience to Groople, including successfully building and growing some of the top online travel brands. Prior to joining Groople in November 2005, Mr. Stacy was president of Cheaptickets.com, a leading online travel website owned by Cendant. While at Cheaptickets, Mr. Stacy developed a new organization and improved the technology and customer experience, leading to historically high conversion rates. He effectively cut costs and launched a new marketing campaign, bringing Cheaptickets to profitability for the first time, earning the website the accolade of "Fastest growing online travel site" in 2004. Based in Denver Colorado, he holds a bachelor's degree from St. John's University and an M.B.A. from Pepperdine University.

Mr. Stacy can be contacted at 303-483-9006 or mikestacy@groople.com

Coming up in June 2019...

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.