Intro/Outro – 00:00:02: Welcome to the Lodge Second Podcast, offered by Revinate, the podcast the place we speak to leaders within the hospitality trade. When you’re searching for tendencies, views, and tales from leaders in journey and hospitality, you’re in the proper place.
Karen – 00:00:21: Hiya, and welcome to the Lodge Second podcast. I’m your host, Karen Stephens, the Chief Advertising and marketing Officer of Revinate. And immediately we’re thrilled to have Evan Crawford, a strategic lodge marketer and thinker. With an in depth background in model growth, Evan brings a wealth of expertise as Vice President of Advertising and marketing at Pyramid World Hospitality. His journey within the hospitality trade spans over a decade, marked by roles starting from regional advertising administration to company management, and all underscored by a ardour for journey, on-line advertising methods, and rising applied sciences. Evan’s progressive method to leveraging expertise to boost visitor expertise and optimize income streams has positioned him as a thought chief amidst the intersection of hospitality and expertise.
Welcome, Evan.
Evan – 00:01:04: Thanks. I’m glad to be right here.
Karen – 00:01:05: You already know what? I’m actually blissful to have you ever right here. And most of the people take heed to this podcast, for many who are watching us on YouTube, we’re sitting in a really distinctive room right here. We are literally collectively in the identical room at NAVIGATE Miami.
Evan – 00:01:16: No Zoom.
Karen – 00:01:17: No Zoom. I do know. It’s type of cool. So that is actually enjoyable to have the ability to do a podcast reside.
Evan – 00:01:22: Completely.
Karen – 00:01:22: Okay. So I’ve a few inquiries to get began right here. So your journey in hospitality has been marked by fairly a number of various units of roles. So what initially sparked your curiosity within the subject and the way did you make your manner over to your present place?
Evan – 00:01:36: Yeah. I imply, I type of fell into the trade virtually accidentally. I don’t know if I need to inform the complete story.
Karen – 00:01:43: Let’s do it.
Evan – 00:01:43: You need the entire story?
Karen – 00:01:44: I need to know. Yeah. That is attention-grabbing.
Evan – 00:01:46: Nicely, when you actually need to get right down to the start, my mentor, who truly nonetheless works for Pyramid, is a gentleman named John McMullen. He’s a superb gross sales skilled and nice advertising thoughts. And he was the director of gross sales and advertising for a resort down in St. Lucia. And his nanny was truly my girlfriend on the time.
Karen – 00:02:05: Good.
Evan – 00:02:06: And so we acquired to know one another and he simply wanted some assist. I used to be in school and began working for him in an assistant function and type of graduated from school. He promoted me, and simply began type of studying the ropes of the trade — each gross sales and advertising. And, you realize, simply type of progressed from there into, I believe, Gross sales and Advertising and marketing Coordinator function and on as much as a Advertising and marketing Supervisor function, all working with resorts within the islands. And it was unbelievable.
Karen – 00:02:34: Yeah. That’s an excellent life.
Evan – 00:02:35: Yeah. Actually simply, I’ve to say, with out John, so John, when you take heed to this, I like him. However with out him, I might not be right here immediately. That’s for certain. And yeah, he’s been a unprecedented mentor, however I actually type of simply fell into the trade, to be trustworthy with you.
Karen – 00:02:49: Wow. That’s so cool. So what’s your diploma in? What have been you learning in school?
Evan – 00:02:51: Communication.
Karen – 00:02:52: Communication. All proper. Cool. So we’re within the camps.
Evan – 00:02:54: So I’m not far off.
Karen – 00:02:54: It’s not like we have been, you realize.
Evan – 00:02:55: Yeah. Extra the hospitality half is what I type of fell into. Nevertheless it’s my blessing, for certain.
Karen – 00:02:58: Yeah. So, you’ve been in hospitality from the leap then. So, proper out of school.
Evan – 00:03:04: Sure.
Karen – 00:03:04: Wow. That’s implausible. Yeah. So now you’re at Pyramid.
Evan – 00:03:08: Yeah.
Karen – 00:03:08: So are you able to simply give our listeners an summary of how large is Pyramid? What does the portfolio seem like? And what’s your function there? Or how do you combine throughout all of these issues?
Evan – 00:03:17: Certain. Yeah. So we now have 200 plus properties in whole, each model and unbiased. I work particularly with our unbiased properties in our luxurious and life-style division. The gathering known as Benchmark Resorts and Motels. So overseeing these, we now have, I believe, 70 or so unbiased properties. In order that’s type of the place I match into it. However yeah, actually, actually giant firm. To be trustworthy, it feels smaller than that, which I believe is nice as a result of I’ve loads of nice connections all through the corporate and it’s a fairly nice household. So I get pleasure from it rather a lot.
Karen – 00:03:47: Yeah. That’s very cool. So 70 independents, I believe what’s all the time attention-grabbing about managing independents is that every one of them have their very own type of distinctive really feel. Like that’s type of the great thing about it, proper? You will have the facility of an enormous administration firm that’s in a position to standardize and do loads of issues. Each single lodge has its personal taste. So are you able to speak just a little bit about the way you method that whenever you purchase a brand new lodge?
Evan – 00:04:09: Certain.
Karen – 00:04:09: How do you actually work out the right way to market and convey it into the fold?
Evan – 00:04:12: Yeah, nicely, I believe, you realize, most significantly, you need them to retain their very own distinctive id.
Karen – 00:04:17: That’s the entire level, yeah.
Evan – 00:04:18: So I believe as we’re advertising the complete assortment, it’s about the place can we join the dots? How can we showcase and spotlight these distinctive experiences and these extraordinary locations whereas additionally type of connecting them, whether or not it’s by means of, I don’t know, themes and mountains and golf and spa and these frequent experiences? However, I believe it’s actually vital to spotlight the variations and the range as a result of individuals need a various set of experiences. I believe when issues get too homogenous, I don’t know in the event that they get bored essentially, however you need to do issues which might be distinctive and have new experiences. And what we actually deal with isn’t just the field and the mattress. It’s extra concerning the vacation spot and the way you immerse your self within the tradition and delicacies et cetera.
Karen – 00:05:01: Yeah, you realize, it’s actually cool. We’ve been, in order I discussed, we’re right here at NAVIGATE. And loads of what’s arising right here is the significance of emphasizing how the lodge suits into the area people and the native — and we all know that youthful generations arising actually prioritize that. It’s manner past, as you mentioned, Ed within the Field and all of that.
Evan – 00:05:18: Completely.
Karen – 00:05:19: I believe it may be attention-grabbing if we speak just a little bit about personalization since you’ve acquired 70 independents. You need them to function, feel and look like an unbiased. However on the again finish, are you able to speak just a little bit about the way you’re capturing visitor information since you actually need to have the ability to cross-promote, proper? You already know, it is a seashore vacation spot. Who else do we now have on the seashore? So speak just a little bit about your method to that and the way you consider it.
Evan – 00:05:40: Yeah. I imply, nicely, to begin, I believe we most likely can all enhance in the best way we try this. It’s an ongoing problem, particularly with, such as you mentioned, you will have these distinctive properties. However in additionally many instances, they’ve various programs that could be rather than completely different properties. So, clearly performing some work with Revinate to that finish. But additionally we work with a associate known as Laasie for a buyer loyalty program who clearly integrates with Revinate. However utilizing programs like that, we now have no intention of being Marriott Bonvoy or Hilton Honors. That’s not the purpose. However first-party information is very vital. So the extra we are able to domesticate that first-party viewers has super advantages to that. After which if we are able to enrich these profiles by means of programs like Revinate, then it might change into that rather more highly effective.
Karen – 00:06:23: Actually highly effective. So I believe if we speak just a little bit about first-party information, as you talked about, that’s type of the gold customary, isn’t it? As a result of I believe particularly for youthful generations, as we talked about, I don’t suppose that they’re actually enthusiastic about factors. I believe they’re enthusiastic about experiences. So are you able to speak about how you employ that seize? What are the contact factors on the lodge? I do know there’s tech stacks happening under, however whenever you take over a lodge, how do you get them to consider how they get that information and leverage it?
Evan – 00:06:48: Yeah, that’s an amazing query. I imply, clearly, the reservation course of and people interactions by means of check-in, cell registration, web site opt-in – I believe a key aspect to first-party information seize is reducing the bar for receiving it. I believe so usually we’re asking for the blood kind of the firstborn, too, to ensure that them simply to inform us about themselves. I believe reducing the bar for participating with us, after which providing some type of worth to them to ensure that them to have interaction with us. So whether or not that’s a Laasie with some type of instantaneous gratification, or it doesn’t must be all the time reductions, however some type of worth add for them to offer us with details about them. After which as we’re making an attempt to get them to inform us extra about themselves, proceed down that path. However we don’t have to begin by asking all the questions. Begin with a low bar, after which we are able to study extra about them. And I’m a communication main. So, you realize, one of the crucial fundamental communication rules is peeling again the layers of the onion. And it’s all about, I let you know one thing and you then reciprocate and finally we get to the core, proper? You already know, and I believe that continues to be true with how we have interaction and that may be by means of digital engagements or in individual, however we are able to’t simply instantly go to essentially the most private questions and count on to get a lot of a response.
Karen – 00:08:07: 100%. You already know, it jogs my memory of, you realize, I’ve accomplished gross sales for a very long time. And after we very first rolled out what’s now known as Revinate Advertising and marketing, it was known as Inguest again within the day. After which, I don’t know what we have been considering, however we have been like, “Oh, we’re going to pre-qualify these prospects and we’re going to ask them 20 questions.” I imply, every little thing, “What’s your OTA?” I imply, I don’t even know. However the backside line is we might ask all these questions after which we might go, “Okay, nice.” And right here’s my demo. It’s like, what, when you’re going to ask the query, just remember to’re giving fast reward for that reply, proper? So it’s like, we’re not simply asking for the sake of it. And I believe that that’s actually vital. You already know, when you’re going to get the information, be sure you reward the individuals for providing you with the information. So it’s very cool. Because the panorama of digital advertising continues to evolve, what methods have you ever carried out at Pyramid to leverage rising applied sciences and platforms for efficient buyer acquisition and retention? So we touched on a few of it, however…
Evan – 00:08:59: Yeah, I imply, I used to be simply having a dialog final night time. I believe one space that’s actually vital is being the place our clients are, whether or not that’s with messaging engagement or simply wherever that if we all know a shopper is in a spot, let’s not power them to go some place else to have interaction with us. I believe that’s key. Nevertheless it’s from like a media perspective. We’re taking part in rather a lot within the OTT area with streaming media, simply taking loads of the methods we are able to do focusing on by means of digital media recommendation and taking that into extra of a standard type of media.
Karen – 00:09:28: Oh, wow.
Evan – 00:09:29: With tv and streaming tv or streaming audio. I believe that’s actually thrilling.
Karen – 00:09:34: Wait, wait, you bought to inform me just a little bit extra about that. So OTT, what does that stand for?
Evan – 00:09:37: Excessive.
Karen – 00:09:38: Okay, OTT, all proper.
Evan – 00:09:40: However, you realize, the Hulus of the world.
Karen – 00:09:42: Certain.
Evan – 00:09:42: In order that’s the best way individuals are participating with tv.
Karen – 00:09:45: Yeah, that’s proper.
Evan – 00:09:46: And it’s way more cost-efficient than doing an enormous media purchase in a serious market by means of Comcast or, you realize, one of many cable suppliers. And it’s simply extra extremely focused and certified. So that’s definitely not a brand new media channel. You already know, individuals have been participating with these streaming platforms for fairly a while. However so far as a top-of-funnel type of prospecting, media channel is vital to us. And we’ve seen fairly a little bit of success there. And I believe simply getting higher and I type of qualify that as a result of we’re not excellent at this.
Karen – 00:10:17: Certain, certain.
Evan – 00:10:18: However doing a greater job of segmenting our audiences and actually understanding who they’re, participating with them on the proper time with the proper message. I believe most likely any enterprise might all the time proceed to enhance at that.
Karen – 00:10:30: Yeah.
Evan – 00:10:30: However the higher our information is, the higher {our capability} to try this is.
Karen – 00:10:34: Yeah. And I believe, you realize, hospitality, all of us find it irresistible. It’s such an exquisite, distinctive trade. However we’re just a little bit behind more often than not.
Evan – 00:10:42: Too far behind.
Karen – 00:10:43: So now we’re getting higher and higher. And positively that’s what Revinate seeks to do as nicely is to just remember to can perceive your friends and actually personalize and goal. In order that’s very cool. That’s the primary time I’ve heard concerning the media buys on streaming.
Evan – 00:10:54: Actually?
Karen – 00:10:54: Yeah, I’m certain. I imply, however I’m simply saying I do loads of podcasting. Yeah, yeah. And that’s the primary time. In order that’s a very cool technique.
Evan – 00:11:01: Yeah.
Karen – 00:11:01: I actually, I like that.
Evan – 00:11:02: Yeah. I imply, it’s.
Karen – 00:11:03: It’s transportable too.
Evan – 00:11:04: Yeah. And it’s undoubtedly. However in this stuff all depend on — you bought to make the funding in video. You already know, I didn’t point out that, however virtually each social platform is prioritizing video over nonetheless photographs. In order that’s one thing that we have to prioritize at every particular person lodge is saying, “Hey, you realize what? We have to spend money on our property as a result of with out high quality property, you may’t do all the nice issues over right here.” So-
Karen – 00:11:27: 100%. As a result of when you’re going to do it, you bought to do it proper. You possibly can’t go midway.
Evan – 00:11:30: Yeah.
Karen – 00:11:31: As a result of that’s simply not proper. And tacky.
Evan – 00:11:34: 100%.
Karen – 00:11:35: And I’m certain, once more, with our trade, loads of instances individuals have been doing issues a sure manner for therefore lengthy. And so they suppose that that is the best way to roll. So I’m certain that that’s attention-grabbing as you begin to type of win the hearts and minds to suppose just a little bit exterior the field.
Evan – 00:11:47: 100%.
Karen – 00:11:48: Yeah.
Evan – 00:11:48: Completely.
Karen – 00:11:49: Very cool. So what sort of key insights have you ever had from NAVIGATE? Is there something? I do know we’ve had loads of periods immediately we’ve been out and in. Is there one speaker or an concept that you simply’ve come away with that you simply’re like, oh, that’s both they’re talking my language or that’s not one thing I considered earlier than?
Evan – 00:12:04: I imply, clearly the CDP. That’s type of the muse of every little thing that we have to do.
Karen – 00:12:12: Superior.
Evan – 00:12:12: Till we join all of the dots and get rid of as many silos as attainable. And silos don’t simply exist with information. They exist with varied companions. But when we are able to be sure that we’ve acquired one hub for the place our information goes, and the place it lives, and the place we’re going to leverage it. I believe that’s of the utmost significance. And it influences actually each determination we make from how we’re spending our media {dollars} exterior of, you realize, exterior of Revinate to how we’re participating with our clients on property. It truly is type of every little thing.
Karen – 00:12:43: Every part.
Evan – 00:12:43: To what we’re doing. And with out it, it’s not like you may’t perform or something like that. You type of get one arm tied behind your again.
Karen – 00:12:49: You don’t have all the data. Yeah.
Evan – 00:12:51: That’s most likely what I’m most enthusiastic about.
Karen – 00:12:53: That’s nice. As a result of that was the keynote from our CEO, everyone. In order that’s the Buyer Knowledge Platform, which we truly launched formally immediately. In order that may be very thrilling. All proper. So I do know that you simply got here into this trade by luck.
Evan – 00:13:05: Certain did.
Karen – 00:13:06: Relationship the proper one who had the proper boss.
Evan – 00:13:08: Occurred to be the incorrect individual.
Karen – 00:13:09: Oh, finally. A bridge individual, we’ll name it. Sure. So any recommendation for anyone who desires to get into the advertising arm of hospitality? When you have been, you realize, speaking to any person in school immediately that have been making an attempt to determine the right way to break into this trade, what recommendation would you give?
Evan – 00:13:24: Yeah. I imply, I don’t know if that is essentially restricted to hospitality, however I might simply say be curious and all the time be making an attempt to study by yourself. And my mentor type of empowered me to be this fashion, however he would acknowledge he didn’t educate me every little thing that I do know, however he gave me the liberty to type of discover and actually, loads of guessing and checking, you realize, simply in search of out your personal solutions. However I believe that begins with being curious and wanting to know new issues or new applied sciences or studying income administration or, you realize, I’m in advertising, nevertheless it’s vital to know gross sales and the gross sales course of. So I believe we are likely to gravitate in direction of what we’re snug with and what we all know and are an professional in. However by diversifying your information set, I believe you may change into way more highly effective.
Karen – 00:14:11: I find it irresistible. That’s nice recommendation. Nicely, thanks, Evan. My visitor has been Evan Crawford, who’s the Vice President of Advertising and marketing at Pyramid World Hospitality. Thanks for the dialog.
Evan – 00:14:20: Thanks very a lot in your time.
Karen – 00:14:21: You bought it.
Intro/Outro – 00:14:22: Thanks for listening to the Lodge Second Podcast. Ensure to subscribe wherever you take heed to podcasts. And when you’re watching on YouTube, please just like the video and subscribe for extra content material. For extra data, head to hotelmomentpodcast.com. The Lodge Second Podcast is offered by Revinate.