Intro – 00:00:04: Welcome to the Resort Second podcast offered by Revinate, the podcast the place we focus on how resort expertise shapes each second of the hotelier’s expertise. Tune in as we discover the cutting-edge expertise remodeling the hospitality trade and listen to from consultants and visionaries shaping the way forward for visitor experiences. Whether or not you’re a hotelier or a tech fanatic, you’re in the suitable place. Let’s dive in and uncover how we will elevate the artwork of hospitality collectively.
Karen Stephens- 00:00:37: Hiya, and welcome to the Resort Second podcast. I’m your host, Karen Stephens, the Chief Advertising Officer of Revinate. And on right this moment’s episode, we’re thrilled to have Joel Morales. Joel is the Chief Advertising Officer at Castlerock Asset Administration, the place he drives the advertising and marketing, branding, and communication methods for a portfolio of distinctive resorts. With over 20 years of expertise, Joel has a confirmed monitor file in main modern advertising and marketing and public relations efforts for luxurious resorts and life-style manufacturers. Earlier than becoming a member of Castlerock, he was the CEO of Ext.54, an company identified for its work with high-profile shoppers like Equinox Health and W Inns. His profession additionally consists of notable roles on the Blackstone Resort and The James Resort, the place he honed his experience in advertising and marketing and model improvement. Joel’s distinctive background blends deep hospitality data with an company perspective, enhancing his method to creating impactful methods in hospitality. And I feel what I beloved most about my dialog with Joel right this moment is he actually does convey that company view of the advertising and marketing funnel and the way we will greatest optimize that in hospitality. So what you’re going to listen to about right this moment is an method the place he appears to be like 360 at how a branding technique comes collectively, how one can improve completely different pillars throughout the model expertise, particularly utilizing an instance of their impartial property in Nashville, which is named The Bobby. So it’s a very enjoyable dialogue the place he talks about bringing in music, bringing in vogue, and my most favourite factor that I’ve ever heard on this podcast, which has to do with a model ambassador, which is a canine. So that you’re going to listen to all about that. And right here is my dialogue with Joel.
Hey, Joel, welcome to the podcast.
Joel Morales – 00:02:21: Thanks, Karen . I’m glad to be on.
Karen Stephens – 00:02:22: So what? I did just a little little bit of analysis earlier than we did this program, and I’ve to say, you may have a very fascinating profession trajectory. So it appears to be like such as you began on this planet of selling on the resort stage after which actually shifted over to the company facet. So are you able to inform us just a little bit about your expertise in advertising and marketing, and what conjures up you, and the way you made that transition?
Joel Morales – 00:02:43: It was one thing I considerably sort of fell into, to be trustworthy. I’ve an artwork diploma background, and I fell into the world of selling particularly in resorts. And that was sort of my property expertise, working with W Inns, after which the James. And I simply was capable of finding a spot the place I used to be capable of be simply as artistic as an artist, however sort of faucet into the strategic thinker in me I didn’t notice existed. Within the course of, I went again and received an MBA to sort of actually rise to the duty, if you’ll, and had the chance to actually begin opening resorts in a model. The James Resort was really my first model that I used to be capable of sort of begin from scratch, if you’ll. That simply sort of created sort of a ardour in me for model constructing, for actually that advertising and marketing, that sort of strategic advertising and marketing that it takes to have the ability to open up an impartial resort. So from there, I had a chance to transition into the company world. And it was a very fascinating time for me professionally, having been in resorts for nearly a decade earlier than then, it’s all I knew. And my world was actually expanded. I went into client merchandise by the company. I used to be capable of dive into expertise and advertising and marketing. There was some work within the music trade. So it was actually sort of a enjoyable time to grasp what these different industries do to convey individuals in and the ways and whatnot. And it was actually, enlightening as a result of I feel that as hoteliers, we sort of fall into doing the identical factor time and again, and getting that style of one thing completely different simply actually challenged me. And I’ve to say that within the 10 years I used to be within the company world, the one thought that sort of remained in me was, , “Oh, wow, like, the place might I do that?” However in a resort setting, how might I apply these methods? And that’s sort of the place I discover myself now. After the company world, I discovered this chance with Castlerock, the place I’m the chief Advertising Officer now, and I get a chance to use these ways.
Karen Stephens – 00:04:51: Yeah. So let’s discuss just a little bit about Castlerock. So to start with, I simply need to acknowledge, I do assume it’s so fascinating to see that you simply began in hospitality, went to the company, however someplace at the back of your thoughts, you’re nonetheless excited about resorts and hospitality. I all the time say, when you get into this trade, it’s actually laborious to depart as a result of it’s such a cool place to be. However inform us just a little bit about Castlerock Asset Administration. What does the portfolio seem like? And what does your day-to-day seem like as CMO there?
Joel Morales – 00:05:18: Yeah, so we’re based mostly out of Nashville, and we’re an built-in actual property improvement possession advertising and marketing and asset administration agency. We particularly are within the resort house. So we’ve received a impartial resort, The Bobby, in Nashville. And we have now a franchise with The Westin in Nashville as effectively. Two fully completely different worlds between impartial and sort of franchise administration. However actually thrilling nonetheless and a really thrilling market. Presently, we’re exploring the enlargement of Bobby Inns and are wanting into markets like Detroit, Fort Value, Texas, Seattle, the place we’re seeking to develop that model.
Karen Stephens – 00:05:55: Wow, that’s so cool. And we love Nashville. Can I simply say, we maintain a advertising and marketing convention yearly, Revinate does, and it’s laborious to get in that market. That’s excessive demand. I feel, for all the things from a leisure perspective, from a bunch perspective. So keep tuned. We’re not going to get there this 12 months or subsequent 12 months, however we’re engaged on it. And it’s nice to listen to that there’s some model enlargement.
Joel Morales – 00:06:14: Yeah. Yeah, it’s a wild market. I imply, I lived in Chicago and New York earlier than shifting right here to Nashville three years in the past. And truthfully, I’ve by no means seen the kind of market that the nationwide market is. The expansion is ridiculous. I’ve by no means seen such a brand new metropolis. I’ve by no means been part of a brand new metropolis. I imply, New York, Chicago are sort of stayed tried and true cities and with a variety of historical past. However right here, it’s simply the alternatives appear limitless. And the resort charges and the demand that town has — it blows my thoughts. I imply, at occasions I’m like, “Wow, the ADR right here is increased than that of New York or Chicago or some other giant metropolis.”
Karen Stephens – 00:06:55: It’s loopy. Nicely, and you’ve got the fantastic stay music and the tradition and what an excellent city. So I’m glad you bought to maneuver there. That’s fairly cool. So, so Joel, how has your background in company work formed your method to advertising and marketing now that you simply’re at Castlerock Asset Administration? What did you usher in from the surface, so to talk?
Joel Morales – 00:07:14: I feel it actually expanded my view on what’s attainable, to be trustworthy. I feel that the function that expertise performs in advertising and marketing was actually expanded in my thoughts. Having labored with a number of expertise firms and apps, their method to advertising and marketing, to automation, to the connection between gross sales and advertising and marketing is simply fascinating. And it actually modified my perspective total in that dynamic. I might say the creativity actually sort of expanded the way in which that I method partnerships. The leverage model affinity has actually modified from my sort of first time in-house. So it’s actually been an eye-opening expertise.
Karen Stephens – 00:07:59: Yeah, so I feel we’re recording this podcast now in August. It’s nearly September. Children are going again into college. Individuals are coming again into work. Most of hospitality, we’re beginning. The funds planning course of, which makes lots of people cringe. However I perceive that you simply’ve really accomplished your budgets already. So are you able to discuss just a little bit about, it sounds just like the planning method may be very completely different. I feel, , if I can simply, a broad brush assertion, a variety of occasions in hospitality, we sort of talked about on the prime, we’re sort of caught in our methods. We comply with the identical course of and planning and method. However are you able to discuss just a little bit about the way you’ve reoriented your groups to possibly take into consideration that just a little bit in a different way and the way that planning cadence has modified for you?
Joel Morales – 00:08:40: Yeah, and that’s one thing I undoubtedly introduced again from sort of managing an company, and managing shoppers, and the insights into different industries as effectively. The best way that I work by my very own crew in addition to sort of our inner companions is so completely different now — the way in which I method that. After which with regards to our budgeting, I’ve been with the corporate for 3 years, and yearly I’ve inched that budgeting course of ahead just a little bit extra as a result of it’s an enormous shift. I imply, I feel that our firm, which truthfully, in my expertise has been very related in different firms, they’re usually having their first conversations proper about now, after which possibly getting began in September with a hopeful October end. And that’s being conservative. I imply, I feel that many of the firms I’ve labored for internally, they’re wrapping in November, and it makes it laborious. It makes it laborious to be considerate. I feel it makes it laborious to be intentional throughout departments. In the case of your advertising and marketing technique. And one factor I realized from different industries in my time on the company was planning forward lets you be a lot extra intentional, and it brings individuals collectively and aligns departments. I simply noticed the collaboration between gross sales, and advertising and marketing, and income departments, and different industries are so optimized that I used to be like, I’m jealous. I need this within the resort trade. I feel it might be such a profit. And so we began our course of — really, we had our first dialog the final week of Might and we began the method in June. And actually what that’s allowed us to do is admittedly check out what occurred this 12 months. You already know, what was profitable, what wasn’t, what’s trending. It allowed us to actually have considerate conversations throughout departments. What’s vital to ops. What’s vital to ops in 2025. It allowed us to align from a gross sales and income perspective and perceive the outcomes that they’re taking a look at for 2025 based mostly on developments and actually align the sort of like story that we’re telling collectively. And it actually permits us to sort of have that dialogue. Alright. Nicely, possession — clearly NOI is sort of a massive factor there. And it’s like, all proper, how can we get to those numbers? And what does that narrative seem like as we begin responding to market pressures and unexpected occasions? And the way can we leverage peak intervals and prepare for these sluggish intervals as effectively? And it actually modified the way in which that even I feel our firm noticed advertising and marketing shifting ahead. There was a variety of training that came about. We had been capable of have discussions with gross sales and income concerning the funnel. Actually that is consciousness. That is the place we need to convert and actually begin aligning methods, aligning these income methods to these consciousness methods. So. I feel that that’s been actually useful. Runway, I feel is one other factor that it’s afforded us is locking it up proper now. We’re beginning to have these discussions about Q1, which I feel in so many locations is such a horrible time for us to compete for enterprise. And we’re beginning to sort of get forward of it. I imply, we’ve already began implementing a few of our Q1 methods. We’re already beginning to fill January, February for the resorts.
Karen Stephens – 00:12:05: Wow, that’s nice. You may be the envy of all I feel while you’re saying that. I need to choose up on one thing you stated earlier than is like sort of adopting. You talked concerning the funnel. And I feel should you’re in conventional advertising and marketing, you discuss model consciousness on the prime of the funnel, all the way in which all the way down to changing that reserving. And it seems like, I don’t need to put phrases in your mouth, however bringing that sort of self-discipline again into hospitality. Generally in hospitality, we may be slightly reactive with our advertising and marketing. We see that one thing is comfortable, so we received to spin up a promotion to get issues going. But when I’m understanding you accurately, you’re constructing within the sort of planning forward of time, after which you may nonetheless be versatile and reactive when it’s essential to be. However that’s actually fascinating the way you sort of received everyone aligned on that.
Joel Morales – 00:12:46: Completely. I inform my crew, should you’re wanting in advertising and marketing to push demand inside the subsequent 30 to 60 days, then we’ve finished one thing mistaken. I feel that that isn’t the place advertising and marketing lives. I feel we’ve received some nice methods for these sort of brief lead occasions, however we shouldn’t stay in that house.
Karen Stephens – 00:13:06: Completely. No, you need to have extra of a base. And model constructing takes a very long time. That’s one thing I feel talking simply as a tech firm for income, we’ve had a repute as being a repute firm for 15 years. And simply making an attempt to maneuver the notice into all the opposite issues that we do. It takes a very long time. So there’s all completely different ranges of selling methods that find yourself at that reserving. However anyone who thinks, “Oh, effectively, we’re simply going to throw a promotion out —- it’s going to drive.” It’s a complete built-in — I can see we’re on a podcast, however I can see you laughing as a result of what I’m speaking about.
Joel Morales – 00:13:39: Yeah, it’s so humorous. I get that a lot. And I’ve been capable of, even by this budgeting course of, sort of educate individuals on how that funnel appears to be like and the way it applies. All of our completely different verticals come collectively to drive that conversion, all the things from our social media to our public relations to our digital efforts, and the way they’re all simply sort of funneling into that one conversion spot. And it actually sort of drew some gentle bulb moments across the room. It was very nice.
Karen Stephens – 00:14:06: Yeah, that’s good. That’s superior. So the opposite factor that you simply talked about that you simply sort of borrowed from the company facet was model affinity. And while you’re working like you may have a lot within the luxurious resort house, are you able to discuss just a little bit about how you’re employed with different manufacturers to sort of construct that entire story collectively? Are there some examples you can provide of that?
Joel Morales – 00:14:25: I feel there’s really a venture I’m engaged on proper now with Bobby as we’re seeking to develop that model. And we’re taking a look at all the things from what are we carrying as our shampoo and physique wash to what retail objects are we going to supply in our present store? And that’s a brand new venture for us, the present store space or retail, if you’ll. And the way in which we’re approaching it’s how can we higher align with merchandise that inform our model story? And in addition open up new channels and avenues for us to actually simply discuss our model. And so one instance can be we’re having discussions on t-shirts. Each model has a t-shirt or a vacation spot t-shirt or one thing. We need to have a destination-based t-shirt for our retail retailer. And I’m taking a look at collaborating with completely different artists that align with the artwork pillar for the model, however nonetheless enable us to sort of go into different channels. That means, I can now discuss to publications from a PR perspective that I wouldn’t have been capable of earlier than as a result of this design now matches sort of in a vogue house or curiosity. And so now our protection is being diversified into the style media protection as effectively. And so actually sort of taking a look at these partnerships or these sort of affinity manufacturers in a approach that actually expands your viewers.
Karen Stephens – 00:15:57: Proper. Nicely, and that’s so nice. I feel probably the most enjoyable half about top-of-the-line issues about hospitality advertising and marketing is that resort is an expertise. It’s concerning the city that you simply’re in, the music that you simply’re listening to. So I like the thought of bringing vogue into that as effectively, and artwork design and what a cool artistic, , when you may have a wonderful resort to work with, there’s so many various methods which you can sort of convey that ahead. In order that’s actually enjoyable.
Joel Morales – 00:16:19: It’s actually, actually enjoyable. I feel that one factor that’s actually vital right this moment is realizing that each model and efficiency are issues that we have to be taking note of. I feel that we’ve been in that sort of efficiency house for a very very long time. And once I began my profession, it was all about model. So I feel that right this moment with all of the adjustments which might be taking place and the way in which that customers are behaving, hanging that steadiness is admittedly vital. So issues like model affinity develop into equally as vital because the PMAX marketing campaign that we’re launching on the digital facet.
Karen Stephens – 00:16:54: What’s the PMAX marketing campaign?
Joel Morales – 00:16:56: The efficiency max.
Karen Stephens – 00:16:58: Oh, received it. I’m like, what’s that? Wonderful. All proper. Acronym, I didn’t know that one. In order that’s a great one. All proper. So I additionally realized, Joel, that you simply’re additionally deeply engaged in advertising and marketing and neighborhood involvement. So that you discuss model affinity, you discuss affiliation there. What about social accountability, and the way does that affect your advertising and marketing initiatives?
Joel Morales – 00:17:19: I feel that resorts as a spot in a metropolis have a accountability of enhancing their communities. And so for us, all the things that we do, we additionally have a look at it from a neighborhood’s lens. Oftentimes, particularly in markets like Nashville, Vegas, Miami even, I feel locals can really feel that the vacationers are taking up. And I feel that sort of protecting that in thoughts, you all the time need to just be sure you have that native in thoughts, that you’ve the neighborhood in thoughts, as a result of that’s the place you reside. And so for us, it’s actually vital to tie our model pillars to some social neighborhood house. Working within the artwork house, we assist a variety of native artists, give them a stage or platform to have the ability to show their artwork. From a musician’s place, we do a variety of music right here. It’s Music Metropolis in Nashville, in any case. However slightly than programming nation music and even Americana music, which you see in all places, we have now devoted ourselves to extra indie artists in different genres. Bringing in rock music, various rap, R&B performers into our areas. And the way in which that we sort of work that program is we usher in sort of a nationally acknowledged headliner, after which we pair them with a neighborhood artist that sort of matches inside the identical style. So giving individuals a chance to be raised just a little bit by somebody who has just a little bit extra notoriety.
Karen Stephens – 00:18:49: Yeah, effectively, I’d like to get it. So what’s a great instance? Are you able to give us an instance of an artist that you simply paired with somebody native?
Joel Morales – 00:18:54: Yeah, completely. So we introduced in an artist named PawPaw Rod, that has been actually capturing by the roof and on Spotify performs and recognition, and paired him with an artist right here domestically by the title of Casper Sage. Actually nice artist that has considerably the identical vibe and music. And so they had probably the most wonderful not solely efficiency, however even collaboration. They got here in for the stage check, they usually had been capable of like discuss and collaborate over social media. And there was simply this actually nice engagement that went on. And we noticed that on stage as effectively. So it was actually enjoyable.
Karen Stephens – 00:19:31: That’s so cool. I imply, I actually love the thought of sort of propping up native artists, no matter style they’re in, be it music or artwork itself. And sort of, as you stated, bringing that ahead in order that the vacationers who do come they usually’re studying extra concerning the neighborhood expertise. And that’s a very cool approach to do this. I find it irresistible.
Joel Morales – 00:19:48: Yeah, we also have a canine program. We’ve a canine in our foyer, which is an envoy. And what we’ve finished there may be we’ve really collaborated with the native canine shelter the place we undertake the canine from that shelter. After which take it by sort of a coaching so it might probably stay in our foyer and be that sort of social ambassador for a 12 months.
Karen Stephens – 00:20:09: Oh, I like that. After which the place does the canine go after a 12 months? Does he get adopted out or to a different household or how does that work?
Joel Morales – 00:20:14: We really work with a nationwide group known as Pets for Patriots, they usually assist us discover the canine a house with a vet that’s searching for a greatest good friend.
Karen Stephens – 00:20:24: Oh my gosh, Joel, I like that. I’m a giant canine individual. In order that for me is superior. I find it irresistible. That’s so cool. So wanting forward, what do you assume is sort of the largest problem or alternative for advertising and marketing inside hospitality over the following couple of years? Greatest problem or alternative?
Joell Morales – 00:20:44: I’d prefer to say alternative. I feel that we began out the dialog this fashion. I feel the chance is increasing our sort of toolbox. I feel that actually taking all of those nice improvements which might be coming forward, AI, all of the completely different different applied sciences that persons are launching and placing them to work. I feel that there’s a variety of collaboration that we will do throughout departments. I do know that we’re seeing in our trade that dip into that collaboration between income, and advertising and marketing, and gross sales. I feel we might additional that. I feel that there’s a variety of stuff that we might study from the expertise trade on even how we develop leads and lead era on behalf of our gross sales groups and issues like that, that I feel that we might be very optimistic about into the long run. A number of challenges, and I feel challenges are all the time going to be there. I feel that for me, I’d slightly us all concentrate on the constructive and look into how nice it may be shifting ahead.
Karen Stephens – 00:21:44: Yeah, I can let you know’re a glass-half-full sort of man. So I actually like that. I like that quite a bit. So for any advertising and marketing professionals on the market which might be listening, possibly anyone who’s developing of their profession, you talked quite a bit about your method to planning and getting individuals collectively. What is a few recommendation that you’d give somebody who’s beginning in hospitality advertising and marketing to actually get that collaboration throughout departments to have the ability to shine and develop inside their profession?
Joel Morales – 00:22:09: I might say having confidence in your house is admittedly vital, and sufficient confidence to teach these round you. I feel that advertising and marketing, at the very least the place all of us sit on the resort facet, takes a variety of persistence. Plenty of different departments don’t perceive what you do.
Karen Stephens – 00:22:29: They assume we’re good at spending cash.
Joel Morales – 00:22:31: Proper. You already know, that appears like a variety of enjoyable, and that you simply get to take a seat round and say that you simply like this or that image or whatnot. And I feel it’s vital to take the time, decelerate, and educate your companions, and produce them up to the mark. They don’t must know all of the weeds, however I feel that the broad strokes and having a easy understanding goes a good distance. And figuring out these sort of excessive stage KPIs which you can share with them and educate round, I feel, develop into that place the place you may align.
Karen Stephens – 00:23:10: Completely. You already know, I’ve been banging on about this all 12 months. My new favourite factor is business technique, which is what you talked about. It’s the alignment between income, advertising and marketing, and gross sales. After which I feel the opposite factor is the KPIs. So being that internet working earnings and even as a artistic advertising and marketing skilled, it’s essential to know your numbers. And it sounds such as you’re echoing that. You may all converse the identical language, whether or not it’s PMAT, proper?
Joel Morales – 00:23:33: Yeah.
Karen Stephens – 00:23:36: The final query for you. So what do you see as resorts having their second of spark of innovation? And the way do you assume expertise is enjoying an element in that? So that you talked about AI. Is there anything on the market that you simply’re seeing sort of be our subsequent second of inspiration as we head into subsequent 12 months?
Joel Morales – 00:23:51: I feel I’ll have similar to uncovered that one. I feel AI goes to be the massive one. I feel that internally and externally dealing with AI goes to be, I feel, a very dynamic participant for what we’re doing. Exploring all the things from an inner perspective on how we will use AI to maintain our properties on model to exterior methods round how can we additional activate our model round that sort of AI automation on our web sites and issues like that. Can they develop into increased stage concierges that may assist individuals plan earlier than even attending to the property?
Karen Stephens – 00:24:30: After which while you get on property, you may have fantastic actual individuals that can assist you make your expertise superior. Yeah, find it irresistible.
Joel Morales – 00:24:36: Yeah, we had been actually diving deep into that idea proper now’s that that relationship of the visitor journey from on-line to in-house.
Karen Stephens – 00:24:44: Incredible. Nicely, my visitor has been Joel Morales, who’s the CMO of Castlerock. Thanks a lot for the dialog, Joel.
Joel Morales – 00:24:50: Thanks, Karen.
Outro – 00:24:56: Thanks for becoming a member of us on this episode of Resort Second by Revinate. Our neighborhood of hoteliers is rising each week, and every visitor we converse to is tackling trade challenges with the innovation and adaptability that our trade calls for. For those who loved right this moment’s episode, don’t overlook to subscribe, charge, and go away a overview. And should you’re listening on YouTube, please just like the video and subscribe for extra content material. For extra info, head to revinate.com/hotelmomentpodcast. Till subsequent time, maintain innovating.