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PUBLICATIONS AND
HOME SERVICES OFFICES PERSONNEL RESEARCH
Message to Hotel Owners: The Relationship with On
Line Travel Agencies (OTA) Should Be That of a
Partnership
By Leora H Lanz and Eydie Shapiro, Oct 22, 2009
HVS' thoughts on the Choice and Expedia situation this week.
In light of the current news regarding Choice Hotels’ attempt at negotiating with Expedia/Hotels.com, it is
important that hoteliers take note. We have learned since September 11, 2001 that it is up to us to retain our
brand and pricing integrity and manage our revenue. The third party relationships which began as a About Leora H Lanz
mechanism to move our available inventory, have professionally evolved and matured into winwin HVS is pleased to announce that in 2010 Leora
partnerships. Keep in mind that the business booked by the OTAs should not be considered a “market Halpern Lanz was named Sales & Marketing
segment.” The OTAs provide another channel for selling our rooms. Executive of the Year Tourism, by the Greater
New York chapter of the Hospitality Sales &
We as hotel marketers have learned and continue to learn, how to oversee our rate strategies and work with Marketing Association International (HSMAI). Leora
Halpern Lanz joined HVS in February 1999. She is
the OTAs to assist us in maintaining our brand promises. To be bullied by a third party in a “take it or leave it” responsible for coordinating the global marketing
scenario, where the agency becomes the effective revenue manager for the hotel, is contrary to everything and external promotion of HVS’ worldwide office
we’ve learned in this past decade of yield management. Now is not the time to unravel the paradigm that’s network and comprehensive hospitality services.
Additionally, she coordinates the internal
evolved. While the relationship should be a partnership, remember your inventory of hotel rooms is yours to
communications for the firm as well as contributes
manage. Not someone else’s. We must not allow this situation to turn into another post9/11 scenario where to the production of the firm's weekly e
the hotels lose control. newsletter, website and intranet. Her efforts have
earned her Awards from the prestigious
The OTAs are our marketing partners that we’ve developed positive relationships with. Let’s keep it that way. Hospitality Sales & Marketing Association
International (HSMAI) as well as awards from
within HVS itself. Leora also serves as Director of
Filed Under Categories Hotel Investments & Ownership, Hotel Operations, Sales & Marketing HVS Sales & Marketing Services providing
sales, marketing, revenue management and public
relations expertise for the hospitality industry.
Specialties include: operational reviews; marketing
plan development; sales and marketing
assessments; reviews of hotel marketing
strategies, sales organizations and operations;
public relations; sales and marketing coordination
with the property’s flag; sales action planning;
preopening marketing; sales direction and
training; publicity; and promotions including web
marketing and social media.
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Recent Articles from Leora H Lanz
Assessing Your Personal Brand to Help
Motivate, Perform, and Sell: An Untraditional
Training Approa... (Read article) Hotel sales
training in 2011: what different approaches can
we take to rejuvenate and reenergize...
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Hotels Improve Revenue Directly from the
Front Desk? (Read article) The importance of
upselling at the front desk has increased over
recent years due in large part to...
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Checkup? Time to Assess Your Hotel’s
Online Presence (Read article) You may
benefit from an annual checkup, but have you also
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