Intro/Outro – 00:00:02: Welcome to the Resort Second podcast, offered by Revinate, the podcast the place we discuss to leaders within the hospitality business. When you’re searching for tendencies, views, and tales from leaders in journey and hospitality, you’re in the fitting place.
Karen – 00:00:21: Hiya, and welcome to the Resort Second podcast. I’m your host, Karen Stephens, the Chief Advertising Officer of Revinate. And in the present day we’re honored to introduce Aaron Miller, an skilled in CRM and digital advertising with a observe document spearheading modern methods to raise visitor engagement and drive income. Aaron brings a wealth of data to our dialogue — at the moment serving because the Vice President of CRM and Digital at Highgate. Aaron has performed a pivotal position in shaping loyalty initiatives for iconic hospitality manufacturers by leveraging expertise to personalize the visitor expertise and maximize ROI. With a profession spanning over twenty years at roles in famend organizations like Turning Stone Enterprises, the Sydell Group, Trump Resorts, and The Venetian Resort Las Vegas, Aaron’s insights are invaluable in navigating the ever-changing panorama of hospitality expertise.
Welcome to the podcast.
Aaron – 00:01:12: Thanks for having me.
Karen – 00:01:13: It’s nice to have you ever right here, Aaron.
Aaron – 00:01:15: Yeah, joyful to be right here.
Karen – 00:01:15: We’re wrapping up day one right here in Miami, so we’re all right here for NAVIGATE in Miami. And it’s actually fantastic to have the ability to do these podcasts in individual. So thanks for taking time on the finish of the day.
Aaron – 00:01:25: Thanks for having me on the finish of the day.
Karen – 00:01:27: It’s been an enormous day.
Aaron – 00:01:27: Yeah, it’s been nice to see all people. It’s been a whole lot of enjoyable.
Karen – 00:01:30: So let’s begin with, you recognize, we’ve had a whole lot of panels, a whole lot of discussions, a whole lot of conferences. So what’s your impression right here at day one? What have you ever sort of taken away from all of the discussions you’ve had in the present day?
Aaron – 00:01:40: I really like the place we’re headed. what I imply? I feel that there’s simply this nice stability of discovering the trail of what we’re going to do subsequent? What’s actionable? What issues to us. How will we keep artistic? How will we hold issues enjoyable? What’s life like within the subsequent couple of months? What’s the market asking from us? What are we internally being requested to do? I feel that we’re answering a whole lot of these questions one after the other, but it surely doesn’t essentially really feel like a quiz. It sort of feels like these kinds of dialogues the place we’re capable of, you recognize, vent somewhat bit, be considerate somewhat bit, you recognize, hear from different individuals with their experiences and hopefully be capable of carry that again and make some new modifications.
Karen – 00:02:18: I feel that’s the best half a couple of convention like this as a result of it’s a buyer convention. So that you’re seeing manufacturers of all totally different sizes and styles and resorts and properties. And I feel it’s actually that trade of knowledge. So there’s the content material of the convention, however then there’s additionally all of the individuals sort of bringing these views to the desk, so.
Aaron – 00:02:35: Yeah, what’s nice is I’m clearly a fan of a whole lot of the e-mail advertising that I see ensuing from among the manufacturers which are right here. So it’s sort of like seeing celebrities somewhat bit, the place I’m like, “You’re behind among the emails that I get? I really like them!” Perhaps that’s the nerdiest factor you’ve ever heard on this podcast, but it surely’s sort of the reality, having the ability to see who’s behind these things.
Karen – 00:02:55: It’s the who’s who of gorgeous manufacturers in the US. It truly is.
Aaron – 00:03:00: It’s the purple carpet.
Karen – 00:03:01: It’s the purple carpet. That’s so cool. So I really like your expertise. So I learn a few organizations there that you simply labored for.
Aaron – 00:03:07: Certain.
Karen – 00:03:08: And naturally, the one I wish to hear about is The Venetian.
Aaron – 00:03:10: Certain.
Karen – 00:03:10: As a result of that’s subsequent degree. So are you able to inform us somewhat bit about what you probably did in Las Vegas and what it’s prefer to run, you recognize, the technique and all of the issues that you simply did there?
Aaron – 00:03:19: Certain. So I began my hospitality profession there. So this was throughout school. I went to UNLV on the resort faculty and I’d go to class at night time and work in the course of the day or flip-flop and work in the course of the day and go to class. I’d do graveyard shifts and work or go to high school in the course of the day. I can’t even keep in mind as a result of my, you recognize, the scheduling was so flip-flopped on a regular basis.
Karen – 00:03:41: Yeah.
Aaron – 00:03:41: So acquired into the business by way of operations and understanding that construction. I imply, it’s a huge group — a huge constructing. On the time, it was like 4,000 suites within the constructing after which they added The Palazzo, one other 3,000. So it’s simply not essentially the instance that I returned to for lots of issues, apart from if you are able to do this, you may most likely do a whole lot of different issues.
Karen – 00:04:04: Proper, yeah.
Aaron – 00:04:04: Within the on line casino world too. So I by no means labored within the on line casino on the ground or something like that, however by way of operations, and I moved into gross sales and acquired began understanding that as a result of it’s an enormous conference base. , they’ve tons of ballrooms. They’ve the Sands Conference Heart subsequent door. Now it’s the Venetian Conference Heart. So a whole lot of assembly house. Obtained to refill a whole lot of rooms. After which that sort of led me into the income administration world the place I began understanding who’s saying no to all of the charges that I’m asking for to get these teams to signal these contracts. Income administration, “Oh, what do they know? How’s this work?” And sort of waded into that and that’s introduced me to New York and I began working by way of sort of that division ever since.
Karen – 00:04:38: Okay, very cool. Yeah. So now you’re at Highgate. So initially, Highgate’s clearly an enormous administration firm, however are you able to inform us somewhat bit extra concerning the portfolio, the scale of the corporate, what’s in there?
Aaron – 00:04:48: Yeah, positive. It’s huge and rising every single day. Big presence throughout America — huge worldwide presence. We onboarded perhaps about 14 accommodations from Portugal onto Revinate within the final 12 months.
Karen – 00:05:01: Wow.
Aaron – 00:05:02: So it’s fantastic. I work with the independents. Most likely generally, I work with, I’d say it’s pushing 100. I hold saying that quantity. I feel that that’s true. Perhaps it’s rather less, perhaps it’s somewhat extra. I can’t hold observe nowadays and I don’t maintain myself to a quantity anymore.
Karen – 00:05:15: Proper.
Aaron – 00:05:16: Nevertheless it’s sizable, and it’s nice as a result of they’re all totally different and so they reside in their very own little universes and that makes the info element somewhat bit extra sophisticated, however you may study from one and that brings it to the following. And Highgate’s simply this distinctive sort of construction being a administration firm of that measurement and all these cool totally different property. So it’s a whole lot of enjoyable, and it’s a whole lot of nice individuals to work with.
Karen – 00:05:36: Yeah. , one factor after we take into consideration an enormous group like Highgate and then you definately’ve acquired the pocket of impartial accommodations inside that. So are you able to discuss somewhat bit about first social gathering information? I do know you need sort of the character of the impartial resort, however how do you leverage first-party information to ensure that the visitors, as a result of it’s not simply the resort they’re staying in, should you’re doing it proper, you should utilize it in different places. So that you wish to discuss somewhat bit about that, and the way you strategy it?
Aaron – 00:05:59: Yeah. I imply, it relies upon. So I work actually carefully with the Viceroy group. They’re improbable. They’ve a small model of accommodations which are attractive, and so they have the luxurious of having the ability to sort of share information in between each other, proper? That’s how a model works, you recognize? Even a small model like that. Whereas a few of these different independents which are true, true independents, they don’t have that capacity as a result of they don’t have any affiliation with the resort down the highway that I’m additionally working with. In order that complicates issues. However what we’re capable of leverage with first-party information doesn’t essentially imply that we’re restricted to say, “We are able to’t use this information from right here and use it there”, which is the reality. We are able to’t do this, however we will study from practices to say, “Oh, we have been capable of implement, this type of Wi-Fi portal web page to gather this contacts, and we’re simply exhibiting it to visitors, and we’re not forcing them to do something”. It’s as much as them, however placing in entrance of them, individuals sometimes wish to hear from the resort that they’re staying at in the event that they prefer it — studying from that, discovering those self same distributors, and implementing that different locations. So a whole lot of the practices might be standardized at scale, which is, , makes my life simpler after we can do this.
Karen – 00:07:07: So, what does it seem like while you take over a resort? Do you may have a playbook that you simply sort of go in with?
Aaron – 00:07:11: I strive.
Karen – 00:07:12: Oh, yeah.
Aaron – 00:07:13: I strive. We’ll see how rapidly it goes out the window. However yeah, generally, we now have some greatest practices with setups and SOPs and calendar methods, viewers methods, and issues like that, that we sometimes are capable of implement all over the place we go.
Karen – 00:07:28: Okay, very cool. Very cool. So that you talked about you opened up or took over some accommodations now in Portugal. So what’s the worldwide sort of portfolio, and what’s the development plan for Highgate exterior the US?
Aaron – 00:07:40: That’s an awesome query. I imply, it’s rising on a regular basis. I don’t essentially, I can’t hold observe with the event as a result of it’s so fantastic and so they’re rising on a regular basis. The Portugal scenario was improbable. I imply, these accommodations are lovely. They simply revamped Sesimbra, which is sort of a attractive resort proper by the water. I imply, it’s superb. So it’s improbable. They’re, they’re rising on a regular basis home too. I imply. I’ll be in right here doing a podcast with you, depart and verify my cellphone, and we simply took over one other resort.
Karen – 00:08:09: Wow.
Aaron – 00:08:09: We have now to get a contract. We acquired to go, go, go, go, go. So it’s rising on a regular basis, which is the proper of hysteria to have, I suppose.
Karen – 00:08:16: Proper. It’s job safety. So it’s 7000 rooms are simply unfold out.
Aaron – 00:08:21: Yeah.
Karen – 00:08:22: Out of the on line casino.
Aaron – 00:08:23: In every single place. Yeah, precisely.
Karen – 00:08:24: So what does a day within the life seem like for you? I imply, you talked about you’re opening all these items, however like, what do you do while you first get up within the morning to cope with this portfolio? How does it go?
Aaron – 00:08:35: Espresso
Karen- 00:08:36:: A number of espresso. Oh, yeah, we realized that. A number of espresso.
Aaron- 00:08:36: Obtained to gasoline up. Now, from there, I imply, I… See by nature of the place all these accommodations are, you recognize, we’re in several time zones. So I’m attempting to do my greatest to remain as up-to-date as I presumably can with what’s are available in, what I haven’t been ready to answer in my emails. We have now many, many various calls for a lot of, many various issues. Often these are sort of scheduled. We have now like our weekly calls with web site distributors, or weekly name with digital advertising distributors. We have now advert hoc calls far and wide. , I’ve a name on a regular basis with our CRM group right here.
Karen – 00:09:04: Proper.
Aaron – 00:09:05: It’s fixed in an excellent method as a result of it retains issues present and also you catch issues that method. And it’s only a endless dialogue. After which all of the emails in between, you recognize? Making an attempt to handle the conversations, that are crucial. It’s important to, and that’s what’s truly occurring on the market.
Karen – 00:09:19: Yeah. Finances season should be a nightmare for you.
Aaron – 00:09:21: Finances season. You stated these two phrases.
Karen – 00:09:23: Sorry. And we now have six months to go, so I’m sorry I introduced it up.
Aaron – 00:09:27: It’s okay. It’s okay. It’s nearly joyful hour.
Karen – 00:09:29: It’s nearly joyful hour. That’s proper, of us. We’ve been at all of it day. So that you’re listening to this within the consolation of your house, but it surely’s been convention.
Aaron – 00:09:36: It’s comfy. That’s for positive.
Karen – 00:09:38: Yeah. So what are you most wanting ahead to? I imply, you’ve seen rather a lot and heard rather a lot in the present day. And clearly, as a expertise vendor, we now have issues which are in manufacturing now which are beginning to floor. However I do know you’ve had conferences with a whole lot of our senior management whilst you’ve been right here. So of every thing you heard in the present day, what are you most wanting ahead to?
Aaron – 00:09:54: I’m actually wanting ahead to see the place issues go from right here with Revinate understanding the CDP, and listening to all of the fantastic issues that may come from that. It’s actually thrilling having the ability to modify present apps, and having the ability to tie every thing collectively. I imply, that’s type of the secret while you’re speaking about information and having the ability to sort of get artistic with it, say, “What do we now have? Can I take advantage of it? Ought to I take advantage of it? Does it make a distinction?” , and having the ability to sort of play with that’s half the enjoyable. It sort of is. So being in a room with all people right here and seeing, you recognize, all these specialists, it’s simply actually empowering to say, “, there are a whole lot of sensible individuals doing a whole lot of sensible issues”. And also you get to see the fruits of that labor.
Karen – 00:10:31: Yeah, no, that’s thrilling. I feel that’s a great way to place it, you recognize, as a result of we’re at all times evolving. And I imply, simply personally for me, as a result of it’s been a very long time coming, constructing the CDP, placing it on the expertise, when it could be scalable. And now it’s sort of like, “Okay, now we will actually iterate and see what’s there.” Nevertheless it’s a really onerous downside to resolve, you recognize, and it’s at all times ongoing. Yeah. I don’t suppose we ever say, “Oh, we’ve reached the highest”. ? Which is sweet. Once more, job safety, job safety. So, you recognize, in closing, it sounds such as you had a extremely cool trajectory, sort of sudden. I imply, did you suppose you needed to be in hospitality or have been you want, I’m at college?
Aaron – 00:11:07: I imply, initially I had no thought, truthfully. Nevertheless it’s type of being round it. And I grew up in Las Vegas, so it’s sort of there and type of similar to in any setting that you simply develop up in. It’s similar to the massive business in your city. And that was sort of at all times round. And as I acquired somewhat bit older and began seeing what that business might be and the way it impacts journey, and the journey element was what actually acquired me . As a result of the distinction with Vegas is that it’s all indicators level to Vegas, Vegas, Vegas, proper? After which exterior of that, there’s this aspect of like, “Oh, you may go consider a model. You possibly can go right here. You possibly can go there. We’re all related.” Comparable with a administration firm the place I see all these totally different impartial properties. And no, they don’t essentially have affiliation with each other, but it surely takes you to chill locations. It takes you to see various things, meet various kinds of individuals. The eating places aren’t dangerous both, you recognize?
Karen – 00:11:57: I do know, and what an awesome business to fall into, proper? It’s hospitality. So what recommendation would you provide to anyone who’s like, “Huh, I actually suppose I’ve been listening, and I really like accommodations. And the way do I get myself on this profession?” — particularly within the digital advertising CRM a part of the profession?
Aaron – 00:12:13: That’s an awesome query. I imply, it’s such a enjoyable a part of the digital panorama. The hospitality business is enjoyable generally. My honest recommendation, if you wish to get into the digital advertising world, if you wish to get into the CRM world, work inside a resort first. Know what you’re promoting. I can’t thank my youthful self sufficient for working in operations and going by way of all these graveyard shifts and doing all that stuff that there’s a whole lot of nitty-gritty to it. However I do know this will likely sound cliché and perhaps cliché are sort of true. However I’ve realized a lot from doing that to have the ability to say after we’re sending out these campaigns and after we’re designing adverts, we’re holding that in thoughts. “What actually occurs while you’re at this resort?” Characteristic that. Be happy with it. And having an understanding of what’s occurring with the oldsters which are working contained in the constructing making it truly work. It’s crucial factor. So begin there, perceive the product of what you’re promoting, after which discover your method. You simply get acquainted, study the expertise, get conversant in Google, get conversant in Revinate, get conversant in digital panorama. It’s nice.
Karen – 00:13:18: Yeah, at all times be studying. I feel that’s actually good recommendation as a result of we love our business, however I feel there’s one thing to be stated for having credibility, it doesn’t matter what half you wish to transfer into. And I feel should you’re coming in from the skin and also you haven’t spent the time to sort of study the within, you may get there, but it surely’s most likely much more enjoyable to do it from the within out, proper?
Aaron – 00:13:36: It’s. Yeah. I imply, work at a resort, fall in love with it, study each nook and cranny in that constructing. You’ll have a special appreciation for what’s occurring in promoting, truthfully.
Karen – 00:13:45: Yeah. Oh, I find it irresistible. Effectively, hey, thanks, Aaron, for spending somewhat time with us proper earlier than the massive social gathering tonight. So I admire you taking the time. My visitor has been Aaron Miller, who’s the vp of CRM and digital at Highgate Resorts. Thanks a lot.
Aaron – 00:13:58: Thanks for having me.
Intro/Outro – 00:13:58: Thanks for listening to the Resort Second Podcast. Be sure to subscribe wherever you hearken to podcasts. And should you’re watching on YouTube, please just like the video and subscribe for extra content material. For extra info, head to hotelmomentpodcast.com. The Resort Second Podcast is offered by Revinate.