Dr. Garlick

Rick Garlick

Global Practice Lead, Travel & Hospitality

J.D. Power & Associates

Rick Garlick is the Global Travel and Hospitality Practice Lead at J.D. Power. He is responsible for providing industry thought leadership to the company’s clients in the hotel, rental car, airline, and cruise line industries, as well as for creating new products and revenue opportunities to grow the practice.

Dr. Garlick joined J.D. Power in 2013 after nearly 20 years of consumer and employee research experience with two of the most prestigious research companies in North America: The Gallup Organization and Maritz Research.

He has been a trusted advisor to many senior leaders of premier organizations, as well as a nationally recognized thought leader in the area of hospitality and employee engagement research. He has a diverse research and consulting background that includes extensive experience with travel and hospitality research; employee engagement measurement and training; talent selection; brand research; customer satisfaction and loyalty programs; image and awareness studies; and national opinion polling.

Earlier in his career, Dr. Garlick worked in financial services, utilities, manufacturing, entertainment, media, retail, association, and not-for-profit research. Prior to entering the private sector, he taught courses in research methods, marketing, and persuasive communication at Michigan State University and DePaul University in Chicago.

A frequent conference speaker, Dr. Garlick has published numerous articles in industry and academic journals. He has also appeared on such national media outlets as MSNBC, CNBC, CNNfn, Bloomberg Television, and National Public Radio, as well as being quoted in a number of national publications.

Currently, Dr. Garlick serves as chair of the Research Committee for the Hospitality Sales and Marketing Association (HSMAI) Foundation Board. Previously, he served in a similar function for Meeting Professionals International (MPI). Dr. Garlick received a Ph.D. in communication studies from Michigan State University.

Dr. Garlick can be contacted at 805-418-8103 or rickmgarlick@aol.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.