Ms. Fairman

Tracy Fairman

Co-owner and CEO

EproDirect

Tracy Fairman,co-owner and CEO of EproDirect, has been involved hospitality sales and marketing for over 20 years, previously with Marriott and Adam’s Mark.

Ms. Fairman established EproDirect in 2002 as a marketing & technology company that focuses on the meetings and conventions segment of the hospitality industry.

Ms. Fairman was honored in 2007 with HSMAI’s “Top 25 Most Extraordinary Minds in Hospitality & Travel Sales & Marketing” Award. She earned her CMP (Certified Meeting Professional) from the Convention Industry Council in 2013 and her CHDM (Certified Hospitality Digital Marketer) from HSMAI in 2014.

Ms. Fairman is involved in many industry organizations and currently sits on the Marketing Section Council with ASAE and CMP Conclave Education Task Force with the CIC.

Ms. Fairman can be contacted at 561-417-5513 or tracy.fairman@eprodirect.com

Coming Up In The June Online Hotel Business Review




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Feature Focus
Sales & Marketing: Who Owns the Guest?
Hotels and OTAs are, by necessity, joined at the hip and locked in a symbiotic relationship that is uneasy at best. Hotels require the marketing presence that OTAs offer and of course, OTAs guest’s email when it sends guest information to a hotel, effectively allowing OTAs to maintain “ownership” of the guest. Without ready access to guest need hotel product to offer their online customers. But recently, several OTAs have decided to no longer share a data, hotels are severely constrained from marketing directly to a guest which allows them to capture repeat business – the lowest cost and highest value travelers. Hotels also require this data to effectively market to previous guests, so ownership of this data will be a significant factor as hotels and OTAs move forward. Another issue is the increasing shift to mobile travel bookings. Mobile will account for more than half of all online travel bookings next year, and 78.6% of them will use their smartphone to make those reservations. As a result, hotels must have a robust mobile marketing plan in place, which means responsive design, one-click booking, and location technology. Another important mobile marketing element is a “Click-to-Call” feature. According to a recent Google survey, 68% of hotel guests report that it is extremely/very important to be able to call a hotel during the purchase phase, and 58% are very likely to call a hotel if the capability is available in a smartphone search. 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.