Ms. Suckow

Shawna Suckow

Founder & President

SPIN (Senior Planners Industry Network)

Shawna Suckow, CMP, has been planning meetings and events since 1992. Her background includes seven years as a corporate planner for one of the world’s largest commercial real estate companies, and owning a third party planning company for 11 years.

In 2008, Ms. Suckow founded SPIN, the Senior Planners Industry Network, which is now the world’s largest association comprised strictly of senior-level planners, with 2,400 members. In 2012, she was named to Successful Meetings Magazine's Top 25 Most Influential in the Meetings Industry, as well as one of the Top 10 Women Influencers in Meetings & Events.

Ms. Suckow has written for several industry publications and spoken worldwide to industry audiences. In March, 2012, her first book, Planner Pet Peeves, was published. The book, available on Amazon, offers a revealing look at the way planners really think, act and make buying decisions today. Ms. Suckow is an avid speaker at industry events, and also consults with suppliers to help them rethink how they communicate and sell to planners.

Ms. Suckow is a Colorado native who has lived in Minnesota since 1999. For more information, visit www.shawnasuckow.com and www.spinplanners.com.

Ms. Suckow can be contacted at 651-452-5535 or shawna@spinplanners.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.