RESORT MARKETING
Special Interest Group
New Study Underway: GENERATING REVENUE IN A RECESSION
New subscribers are currentlybeing accepted for the latest Best Practices study, Generating Revenue in a Recession. Download the registration form (PDF) to get started.
If you have questions or would like additional information, contact:
- Best Practices chair, Perry Goodbar, at pgoodbar@cwf.org or 757-220-7470.
- Best Practice research lead, Cindy Estis Green, at cme25@cornell.edu or 301-294-4500.
Meetings Mean Business Communications Tool Kit
Members may download the Tool Kit (PDF) here as it is a members-only resource.
If you’re not yet an HSMAI member, join today for access.
This tool kit provides information and tools designed especially those working in the meetings market segment to use in their sales and marketing efforts in today’s ever-changing and challenging economy.
The project began as a response to the “AIG Effect” which has taken an incredible toll especially on the resort sector of our industry. Under the leadership of the HSMAI Resort Marketing Advisory Board, the project evolved to also address the challenges all of HSMAI’s members have in the face of the struggling economy.
Incorporate the tool kit’s components into your communication efforts to your key stakeholders including your customers, property owners, sales teams, local news media, regional business leaders and other audiences important to you and your property and/or company. Contents inlcude:
- Talking Points: The Facts About the Value of Face-to-Face Meetings
- Fighting the AIG Backlash: Get Back to Basics
- Sample Op-Ed/Letter to the Editor
- Sample Article for Customer Newsletters
- Sample Letter to Local & Regional Business Leaders
- Additional Resources & Information
About the Resort Marketing Special Interest Group
Formed in 2004, the Resort Marketing SIG is advancing the resort sales and marketing discipline and the professional development of its members.
The SIG accomplishes this through a wide range of information sharing, networking and educational opportunities.
The Resort Marketing Advisory Board is responsible for providing leadership for the SIG. Contact information for advisory board members is available through the HSMAI membership directory (members only). If you are not yet an HSMAI member but would like to speak with an advisory board member about the advantages of membership, contact Juli Jones for assistance.
- Chair: Tom Bewley, Director Of Sales & Marketing, Kiawah Island Golf Resort
- Vice-Chair: Alex Gregory, Director of Sales & Marketing, Royal Palms Resort and Spa
- Immediate Past Chair: Barry Brown, Director of Sales & Marketing, Hotel Del Coronado
- Eric Brey, PhD, Assistant Professor, Kemmons Wilson School of Hospitality & Resort Management, University of Memphis
- Cindy Estis Green, Managing Partner, The Estis Group
- Mark Glickman, Owner, The Glickman Group
- Perry Goodbar, Vice President, Hospitality Sales and Business Development, The Resort Collection of Colonial Williamsburg
- Steven Herron, Strategic Marketing Manager, HyperDisk Marketing, Inc.
- Tjibbe Lambers, Director of Marketing Analytics, Hershey Entertainment & Resorts
- Tom Littleton, President, LMG Data Mining
- Jim Mostad, Director of Sales, The Breakers
- Karen Nasuti, President, Nasuti + Hinkle Creative Thinking
- Tom Pashley, Executive Vice President, Marketing, Pinehurst Resort
- Madigan Pratt, Managing Director, Madigan Pratt Associates
- David Ralls, Vice President, AIR Marketing
- David Richard, VP of Sales and Marketing, The Phoenician Resort
- Kevin Rosa, Director of Marketing & Sales, The Sagamore
- John Washko, Vice President, Sales & Marketing, The Broadmoor
Benefits of Membership
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- Eligibility to subscribe to the Resort Best Practices Initiative, an on-going, high-quality study of the marketing practices of the leading resorts in the US, Caribbean, Bermuda and Mexico
- Eligibility for professional recognition as a Certified Hospitality Marketing Executive (CHME)
- Access to the Resort Marketing Update archive which includes the most up-to-date information, including research on trends and significant issues affecting resort marketing
- Opportunities to network with leading resort professionals by serving on a committee and working on special projects such as the annual Resort Conference
- Unlimited access to the HSMAI Network, a virtual warehouse of best practices resources and a unique forum for engaging dialogue with other SIG members
- First notice of any new resources, events or opportunities available regarding resort marketing
- All of the benefits of HSMAI membership, including:
- a subscription to the quarterly HSMAI Marketing Review magazine
- membership in one local chapter which includes preferred access to chapter events, networking, and leadership opportunities
- invitations to, and preferred pricing for HSMAI events and webinars, including the Resort Conference
- the opportunity to opt into any of the other HSMAI Special Interest Groups for access to their resources
- a subscription to the Industry Trends Update
- access to exclusive resort marketing and other industry resources through eConnect, the HSMAI Foundation’s research portal
- access to the HSMAI Career Center and the HSMAI Marketplace
- access to the complete HSMAI membership directory to build your professional network
- discounted exhibit rates for your company at HSMAI’s Affordable Meetings® Mid-America, West, and National
- discounted memberships for others at your company and much, much more
Education & Events
The Resort Marketing special interest group sponsors targeted learning opportunities for professionals interested in resorts and resort marketing. The following links provide additional information.
- Resort Conference
- Best Practices Subscribers Annual Meeting
- Managing Business Results
- Affordable Meetings
- HSMAI Adrian Awards Gala
- Upcoming Webinars from HSMAI University
- Archived Webinars from HSMAI University
See the HSMAI Events Calendar for a complete schedule of offerings in all subject areas.
Resort Best Practices Initiative
This initiative is a series of unique benchmarking studies prepared for subscribing resorts. It provides up-to-date information on current best practices and future trends that gives a resort insights into marketing techniques used successfully by others.
With recommendations and action steps that will advise subscribers on how to apply successful and proven tactics to their own sales and marketing strategies, each report has significant benefits.
Ask Dr. Resort
The Doctor is in.
Not sure how the “AIG Effect” has impacted your resort? Not confident in why (or how) you need to increase marketing during an economic downturn? Need to know more about new-medium marketing techniques? Have a unique problem or question that no one seems to know the answer too? All of these important questions and more are areas that the HSMAI Resort Marketing Special Interest Group will tackle in their new newsletter feature – Ask Dr. Resort.
This column, which will offer industry expert insights, will be a regular feature in the SIG's newsletter. Questions posed by members of the SIG, along with pertinent topics of the day will be addressed to help you in your marketing and sales efforts. In future issues, this feature will include quick polls where you can provide input on current trends and industry practices. If you have questions that need answering or would like to pose a quick-poll question send them to the Doctor at AskDr.Resort@hsmai.org.
HSMAI Network
The HSMAI Network is an online community of hospitality sales and marketing professionals with exclusive resources developed by HSMAI’s Special Interest Groups. HSMAI members have access to discussions, documents, data and more devoted to today’s most timely sales and marketing topics, including revenue management, Internet marketing, and resort marketing. It also provides a direct link to other HSMAI members so you can exchange the ideas, information, and knowledge that you need to achieve your goals and be more effective in your daily work. And best of all, you can customize the community to your interests.
Join or login to the HSMAI Network today.
Recommended Reading & Resources
- Resort Marketing Update – published 6 times each year, members can access the archive online
- Resort Best Practices Initiative Executive Summaries
- Internet Marketing & Distribution Strategies (PDF)
- Customer Relationship Management and Customer Loyalty for Resorts: Technology, Process and the Human Touch (PDF)
- Generating Ancillary Revenue: Creative Techniques for Expanding Resort Revenue Streams (PDF)
- Best Practices and ROI in Resort Sales & Marketing Campaigns: Maximizing Revenue and Brand Image Through Promotional Communication (PDF)
- Attracting and Retaining Luxury Travelers (PDF)
- Online Marketing & Social Media (PDF)
- Defining Revenue Management: Top Line to Bottom Line – This definitive report has been endorsed by multiple hotel brands and management companies as the baseline definition of revenue management
- The Travel Marketer’s Guide to Social Media and Social Networks – a landmark report about the hottest topic in hospitality sales and marketing today
- Demystifying Distribution 2.0 – discusses the importance and impact of aligning proper distribution channels to appropriately match brand messaging
- Profits & Pitfalls of Online Marketing: A Legal Desk Reference for Travel Executives – examines the increasingly important challenge travel executives face in managing their invaluable brands, trademarks, and other intellectual property in the dynamic digital landscape
- Groups and Meetings: Market Opportunity – an in-depth study that tracks and reports online behavior, trends and opportunities in the burgeoning groups and meetings marketplace. The executive summary (PDF) is available online. To order, visit www.phocuswright.com.
- HSMAI Adrian Awards Winners Gallery – a searchable database of that lets you read the strategies and see the work that delivered top results and top honors
- HSMAI Marketing Review Archive –featuring outstanding personal interviews with industry leaders and intriguing articles by industry professionals about cutting edge issues facing practitioners of sales and marketing, archives are online back to 2001
- Customized content from eConnect – news, information and trends customized for those interested in resort marketing
eConnect Industry News feed- HSMAI News and Views
Join Today
- HSMAI members can opt into the Resort Marketing SIG through the Special Interest Groups section of their Member Record.
- If you’re not yet an HSMAI member, join today and opt into the Resort Marketing SIG.
For More Information
- For general inquiries and membership information, please contact Juli Jones, Vice President, at jjones@hsmai.org or 703-506-3276.
- For partnership opportunities in conjunction with the Resort Marketing SIG, please contact Lesa Faris, CMP, Director of Development, at lfaris@hsmai.org or 703-506-3271.
