Marshall Alan: Hiring a Hotel Marketing Executive

A hotel marketing executive needs to be up to date and able to adapt to today’s rapidly changing market strategies. Marshall Alan provides five tips on what to look for when interviewing a marketing executive.

When interviewing a potential candidate for an executive marketing director, you should be prepared to ask specific questions about how they plan to bring increased bookings as well as how they can increase positive reputation for the hotel.

  • Ask if they have contacts with journalists, editors and travel writers for newspapers, magazines and other publications, both nationally and regionally. Print is not dead!
  • Ask how they plan to attract corporate travelers. Huge agencies like Amex, ABC Corporates Services, TQ3 Travel Solutions, World Travel BTI and Carlson Wagonlit as well as revamped brands like Apollo, Galileo and Worldspan are still an important source of business and leisure travel for many destinations and can provide a very effective distribution channel that will enable your hotel to reach out to large corporations.
  • Online poster boards are also important, and your candidate should have a clear plan of how to use these avenues as a way to generate incremental bookings and increase your hotel’s audience.
  • There should also be a plan in place to take advantage of  the hard work done by local destination marketing companies to attract groups and events. A good marketing director will be able to work in tandem with them during slow periods to attract corporate and leisure groups. Your hotel should also be represented on the local tourists office‘s website and promotional materials placed in the office itself.
  • Your hotel should also have its own website, and it is wise to hire a marketing director who has hands on experience both with optimization and social media.  Previous handling of accounts on FaceBook, Twitter, FourSquare, Gowalla, and YouTube is a plus, and find out if they can manage a blog as well. Guests should be encouraged to participate on the website and blog, as well as prompted to  leave reviews on Yelp and TripAdvisor.

Your hotel director of marketing should be web savvy, booking oriented and creative. Marshall Alan places executive marketing directors in positions in luxury and boutique hotels across the US and beyond.

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