Ms. McDargh

Eileen McDargh

Principal

The Resiliency Group & McDargh Communications

Eileen McDargh is the founder and CEO (Chief Energy Officer) of The Resiliency Group and McDargh Communications.

Ms. McDargh helps organizations and individuals energize the life of their business and the business of their life by developing skills to respond to constantly changing professional and personal demands. She draws upon practical business know-how, life's experiences and years of consulting to major national and international organizations that have ranged from global pharmaceuticals to the US Armed Forces, from health care associations to religious institutions.

Ms. McDargh is the author of six books, including Gifts from the Mountain: Simple Truths for Life's Complexities, a Benjamin Franklin Gold Award winner. Her newest book, Your Resiliency GPS –A Guide for Growing Through Life & Work has been met with high acclaim as an organizational resource. As a business author and commentator, she’s appeared on network news, on radio programs and in business journals and in major metropolitan newspapers.

Ms. McDargh can be contacted at 949-496-8640 or eileen@eileenmcdargh.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.