The Hotel Connection

THE HOTEL CONNECTION

By Melissa Kandel

When we meet, we change the world - Associated Luxury Hotels International

 

Jennifer Shafer, regional vice president, West, with Associated Luxury Hotels International (ALHI) knows a lot about hospitality. The ALHI executive works with a team of almost 80 sales professionals in 26 offices across North America and Europe to connect the event and travel industries with luxury hotels and resorts around the globe. So when Shafer talks about the ins and outs of luxury hotel life, we listen.

 

ONE LUXE: Can you tell us a little bit about what you do and what a typical workday looks like?

 

JENNIFER SHAFER: Associated Luxury Hotels International is a members-only Global Sales Organization dedicated to serving the meeting and event marketplace for more than 35 years. Representing over 250 global hotels and resorts, cruise lines, and destination management companies, we connect our meeting planning clients to our portfolio of luxury hotels for their meetings and conferences. The exciting thing about working in hospitality is that truly, no day is ever the same. From a site visit at a luxury hotel in the morning, to a networking event or afternoon sales call, the job is diverse and full of connection.

 

When you connect a client to a certain location, what specifically do you look for in the hotel to ensure it’s a good fit?

 

To best serve our clients, we make sure to listen intently to each person and program’s individual needs to understand exactly what luxury means for them. Because luxury is not a universal definition, once we understand what is important, we curate options from within our collection to meet their needs. We provide the ultimate in luxury service, acting as a venue sourcing concierge. For example, if the focus of the program is to find a Forbes 5 Star restaurant or if the program requires the luxury of extensive ballroom space, we can tailor recommendations accordingly.

 

What’s your favorite aspect of the job?

 

Introducing meeting planners that become close friends to our plentiful hotel options and watching a successful conference or program blossom from the connection. Then, to secure the same program the next year or gain referrals to other meeting planners.

 

In your opinion, what makes a hotel “luxury”?

 

As Neen James, one of our Strategic Consulting Services consultants would say: "Luxury is a mindset." From her detailed research on the topic, there are four attitudinal segments relating to different perspectives, beliefs, and feelings about luxury. She discovered in the research the most common descriptors of luxury are high quality, long-lasting, authentic, indulgent, unique, and exclusive. Therefore, the concept of how luxurious a hotel might feel will vary widely across the spectrum. The research shows those who are “reluctant and removed” might find simple amenities quite luxurious, while a “luxury lover” who indulges in luxurious experiences frequently will appreciate the exclusive opportunities or behind the scenes, invitation-only experiences a hotel can provide. You can learn more about Neen’s research on our blog at www.ALHI.com.

 

Are there any trending cities right now for meetings and conferences?

 

Hawaii remains top of mind for many different types of programs, from board retreats to large sales incentives. ALHI is proud to represent a lovely collection of Hawaiian properties!

How would you describe a “luxury experience” as it relates to a meeting or conference?

 

A luxury experience can truly be all things. It may be as simple as an employee remembering your name, the quality of linens used, the signature scent of the property, an excellent meal with great service, an over-the-top entertainment experience, or a thoughtfully delivered turn-down amenity. Our hotels and resorts are experts in these luxury touches, and they truly elevate an ordinary experience to the extraordinary.

 

How can any type of business elevate their services to luxury if that’s the niche they’d like to serve?

 

The first aspect of elevating service offerings is to holistically define your customer. What does luxury mean to your customers? Which of the four mindsets are you wanting to attract to your property? Then, focus on what is important to those luxury mindset archetypes.

 

Based on this research, you can align your messages and service offerings to attract them. Then, create a strategy and elevate your services. You might consider all five senses and how your guests or clients will appreciate those luxury touches. For example, when a real estate agent closes on a house, they may send charcuterie and champagne as a “welcome home” gift to their clients. However, some of their clients might prefer a yoga mat and meditation journal if the agent noticed their client was more focused on wellness. The research showed that people considered experiences more important than things. Sometimes thoughtfulness is more important than expensiveness in luxury gifting.