BR/03/2022

Page 18

www.business-review.eu Business Review | March 2022

18 HOTEL MARKET

Joining forces on the local hotel market Claudia Stan, Cluster Director of Sales at Apex Alliance Hotel Management, sat down with Business Review to discuss the added value the Sales and Marketing Cluster brings to corporate clients on the local hospitality market. By Anda Sebesi some examples from the hotel chains you represent. We have 5 hotels in our portfolio: Moxy Bucharest Old Town, Courtyard by Marriott Bucharest Floreasca, Hilton Garden Inn Bucharest Old Town, Hilton Garden Inn Bucharest Airport and Marmorosch Bucharest. In our industry, it is no longer enough to have a good or very good product. You needed to find something else that can make a difference. We all know that a consumer’s buying

Where did the idea for a Sales and Marketing Cluster come from and what was the motivation behind it?

What criteria do you use to customise the solutions offered to your customers?

decision is the result of a mix of rational

We present solutions only after considering

thinking and emotions, therefore we’ve

For the last two years, the hospitality indus-

the customer will perceive them as meeting

worked to identify emotional links between

try had to redefine itself in the most signifi-

their objectives and we involve customers

our guests and our products. Moxy Bucharest

cant way. The idea for the Sales and Market-

in determining their needs and exploring

Old Town is a fun, vibrant, and stylish hotel

ing Cluster was born from the need to work

options. Additionally, take into account the

designed for “always-on” guests who tend to

more smartly and align operations across

profile and target market of each property,

get excited by new experiences—and the price

all our properties, and its main purpose is

making sure that we pair customers with the

is just a pleasant surprise.

optimisation.

most appropriate experience for them.

At Courtyard, we are passionate about better serving the needs of all travellers. It’s what inspired us to create the first hotel designed

puts the customer at the centre of the buying

Is the solution being used on international markets? If so, what have been its results among the hotel chains and among the clients of targeted companies?

process. This attitude entails more than just

Yes, both Hilton and Marriott have global

their trip. Whether you are in transit between

being concerned about a customer’s needs.

sales offices that sell for different properties,

flights or in for a longer trip, Hilton Garden

The most successful Sales and Marketing

in different countries. The implementation of

Inn Bucharest Airport is your best choice.

Managers are aware of how they like to buy,

the Cluster had a positive impact on our mar-

which enables them to focus on the cus-

ket. Customers tend to congratulate us for

Old Town were restored and transformed into

tomer’s perspective and journey. As a Cluster,

the initiative, as they now have a single point

two unique hotels: Hilton Garden Inn Bucha-

we know that getting information from the

of contact for all their requests, whether

rest Old Town—where you will find a bright

customer and giving them a choice is just as

we’re talking about individual reservations,

and inviting atmosphere with warm, sunny

important as giving them information. The

groups or events.

service—and The Marmorosch, Autograph

What is the added value brought by the Cluster? The Apex Alliance Sales & Marketing team

relate to the customer’s needs, budgets, and areas of interest.

why the Courtyard experience today empowers all of our guests, no matter the purpose of

Two abandoned historic buildings in the

Collection by Marriott, with an interior design

Apex Alliance Cluster of Sales & Marketing teams makes recommendations that directly

specifically for business travellers, and it’s

You mentioned that you emphasise the story behind each hotel when offering solutions to customers. Please give us

featuring rich and authentic Art Deco details that give you a taste of Bucharest’s high life during the Belle Epoque.


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