As the senior manager of loyalty and brand marketing for HHM’s Independent Hotel Portfolio, Scotland’s role consists of three primary interconnected pillars: hotel programming, loyalty, and customer relationship management. Scotland is responsible for developing hotel programming initiatives across HHM’s Independent Hotel Portfolio and focuses on improving guest experience by developing key partnerships at a corporate level. To that end, he has curated hotel playlists both in the hotel and on Spotify, implemented cast-enabled guestrooms and developing corresponding standards once installed. He also ensures guest service standards are upheld through the portfolio-wide secret shopper program.
Global hotel companies are focusing very much on attracting travelers from your generation. If you could tell the industry, “Hey! This is what we really want in a hotel stay,” what would you say?
Hotels should provide a connected experience at every level with a focus on convenience, accessibility and limited interaction, all while remaining approachable. This generation has one trait that is almost universal: They can sense inauthenticity from a mile away. Global hotel companies have to bring new perspectives into the room that can define the life of the brand without being contrived. On a more tangible note, hotel companies should continue to embrace the right technology. It sounds simple but it’s remarkable that so few hotels have Bluetooth capability for guests to play music, cast-enabled guestrooms, voice-activated controls in the guestroom and the ability to order room service from a guest device.