Ms. Fruend

Melissa Fruend

Partner, Global Solutions

LoyaltyOne

Melissa Fruend has over 20 years of expertise in leading the development of consumer loyalty and CRM strategy solutions with specific emphasis on the research and strategies for Millennials. As a Partner at Global Solutions, she is responsible for the Loyalty and CRM Strategic Consulting focus in our practice. She manages a team of consultants and business analysts who offer innovative loyalty strategies to improve customer engagement through increased customer identification that impacts revenues for brands. Industry expertise includes High Frequency Retail, Specialty Retail, Quick Service Restaurant, Grocery, Travel and Hospitality, Entertainment and Financial Services. Recent client relationships include Dominoís Pizza, Abercrombie & Fitch, Caribou Coffee, Darden Giant Eagle, E-Bay, PetSmart, Alaska Airlines, Four Seasons Hotels and Resorts, Tim Hortonís, and Darden Restaurants.

Ms. Fruend has held leadership positions with other marketing leaders such as Maritz Loyalty Marketing, DDB and CrowdTwist, in addition to her five + years at LoyaltyOne. Her extensive loyalty background coupled with comprehensive client relationship skills insures brands are delivered quality loyalty expertise based in analytics. In addition to her LoyaltyOne clientele, Ms. Fruend has had the pleasure of working on both consumer and business to business projects with many Fortune 500 companies including Wells Fargo, JPMorgan Chase, Kimberly Clark, Village Roadshow and Walgreens.

A frequent contributor on the topics of loyalty and CRM, Ms. Fruend can be found most recently in publications such as The Chicago Tribune, London Times via Raconteur, Direct Marketing News, and Colloquy. Her next speaking engagement will be at the CRMC 2017 conference in Chicago this June.

Please visit http://www.loyalty.com for more information.

Ms. Fruend can be contacted at 416-552-4513 or mfruend@loyalty.com

Coming Up In The September Online Hotel Business Review




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Feature Focus
Hotel Group Meetings: Blue Skies Ahead
After a decade of sacrifice and struggle, it seems that hotels and meeting planners have every reason to be optimistic about the group meeting business going forward. By every industry benchmark and measure, 2017 is shaping up to be a record year, which means more meetings in more locations for more attendees. And though no one in the industry is complaining about this rosy outlook, the strong demand is increasing competition among meeting planners across the board Ė for the most desirable locations, for the best hotels, for the most creative experiences, for the most talented chefs, and for the best technology available. Because of this robust demand, hotels are in the driverís seat and they are flexing their collective muscles. Even though over 100,000 new rooms were added last year, hotel rates are expected to rise by a minimum of 4.0%, and they are also charging fees on amenities that were often gratis in the past. In addition, hotels are offering shorter lead times on booking commitments, forcing planners to sign contracts earlier than in past years. Planners are having to work more quickly and to commit farther in advance to secure key properties. Planners are also having to meet increased attendee expectations. They no longer are content with a trade show and a few dinners; they want an experience. Planners need to find ways to create a meaningful experience to ensure that attendees walk away with an impactful memory. This kind of experiential learning can generate a deeper emotional connection, which can ultimately result in increased brand recognition, client retention, and incremental sales. The September Hotel Business Review will examine issues relevant to group business and will report on what some hotels are doing to promote this sector of their operations.