Mr. Van

Steve Van

President & CEO

Prism Hotels

Steve Van, President & CEO of Prism Hotels, leads Prism to increase the value of clients' hotels. Founded in 1983 Prism works for special servicers, lenders and owners to rapidly reposition and turn around under-performing hotels.

For lender clients whose REO hotels are losing their flag, Prism has created a proprietary “interim” brand called InnPlace. We provide a short term, inexpensive solution with no PIP or termination fees.

Prism has managed repositioned or developed brands that include Hyatt, Omni, Marriott, Hilton, Sheraton, Embassy Suites, Holiday Inn and Radisson, as well as numerous independents.

Mr. Van was the first franchisee for Omni Hotels and for Doubletree Club Hotels and serves on the Doubletree Owners Advisory Board.

Mr. Van is a member of CMSA, MBA and the State Bar of Texas. His undergraduate and legal education was at the University of Texas at Austin. Past professional and civic involvement includes Young Presidents Organization, Director of the Texas Turnpike Authority, Assistant Attorney General of Texas and Director of the Atlantic Treaty Assembly (NATO’s US arm). In December of 2011, he was recognized by Hotel Business Magazine as one of the “People of 2012” in the hospitality industry.

Mr. Van can be contacted at 214-257-1011 or steve.van@prismhotels.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.