We sat down with Martin Evans, Managing Director at The Tourism Business, a company that advises hotels and hotel groups across the UK. Martin’s passion for the hospitality industry, both professionally and as a customer, has endured throughout his 20 years’ experience in tourism marketing. Martin is known for his hands-on hotel and marketing services. Kickstarting his career working for leading hotel group Forte Hotels, within a very “factory” approach to bedroom selling with 1,700 bedrooms at Heathrow. He later moved to York, where he joined Consort Hotels group, and then the Yorkshire Tourist Board and eventually launched his own business, working across the whole of the UK. We are delighted to have him share his extensive knowledge of the industry with us.
Firstly, could you tell a little about your presentation and what attendees should expect to hear?
“I hope to share my take on reviews, from a hospitality sector perspective. I have experience working closely with many hotels on determining their unique selling points, navigating what makes them tick, and helping them develop a winning marketing strategy. I’ll be discussing how positive guest feedback increases revenue and generates bookings. The impact this has on marketing and customer decision making. Finally, I hope to share the tools required to improve your marketing strategy going forward. I will also cover the range of review sites in the marketplace, following the influence of sites such as TripAdvisor, and the rise of Google for all sectors of hospitality. I shall outline the main review sites hotels should use to encourage more bookings. Having worked with hotels that reply to every single review and those that won’t reply to any, I want to share my experience on how best to manage this guest feedback.”
Tell us a little about yourself. How did you get into this area of work?
“I’ve been interested in hotels ever since I was young and spent much of my free time browsing numerous travel brochures. I had the opportunity to work in a hotel on the North Devon Coast, when I was younger. I immersed myself in the hotel environment, participating in everything from cutting the lawns to serving afternoon teas to guests. This gave me a good impression of the independent hotel sector. I enjoyed my experience so much, that I returned five summers in a row. Hotels were very firmly in my mind during my search for higher education. I conducted a post graduate degree in marketing, and my dissertation on international marketing of British hotels. From then onwards, I began my experience working within the hotel marketing sector and never looked back. Upon reflection on my journey into this line of work, hotels were my first love, and marketing became my second. The two came together when I found my role as a Hotel Marketer.”
If you could reach out to your younger self, what advice would you offer?
“Firstly, I would persuade my younger self to study a degree in psychology. A fundamental part of great marketing is an understanding of the human brain. I would also advise my teenage self to be more systematic. My experience working with one professional, during my time in the industry, taught me the importance of following up with customers and others speedily. It is something I have tried to implement in my own career. Finally, I would advise my teenage self to manage expectations and over deliver where possible.”
Throughout your experience, how would you define your success?
“I think I would define success is my career as the satisfaction I still get from my work after so many years. The enjoyment of getting up and going to work, whilst adding value to employees’ and clients’ lives is a defining factor of success to me. The marketing world is constantly changing, and this requires staying up to date with the latest trends, which never fails to keep me engaged.”
Concluding words
Thank you, Martin. The importance of guest feedback is an essential part of the hospitality trade. Guest reviews allow hoteliers to develop a deeper understanding of guests that will help guide and influence their hotel marketing strategy. Martin’s combined knowledge of these crucial elements will provide attendees with valuable insight into developing a successful marketing strategy and dealing with guest feedback.
Are you a hotelier? Would you like to attend our event? It’s completely FREE. Look at our speaker line-up here or book your tickets online now alternatively call us on 01423 225166!