Operations
to elevate the HOSPA brand and take it to the next level. It’s something we’ve been able to use across our marketing activity. When you consider how our brand has evolved and progressed over the years, the visual element has played a massive part. The relationship itself has been a highlight. It’s relied on good, effective communication to bring that success. AJW: For me, the working relationship with Jane has been fantastic. We get on so well and have a real affinity for each other, which means I genuinely look forward to our calls and catching up. It’s something we always strive for with clients, but it’s come naturally with Jane. Having said that, of course, it wouldn’t be so smooth if we weren’t delivering good work.
What, for you, is the secret behind a good working relationship? JP: Honesty and trust. The relationship between HOSPA and Pic is such that we talk about so much more than the immediate job in hand. Neither company is afraid to throw suggestions and ideas in for discussion. The team at Pic are proactive and their innovative thoughts and suggestions always seem to hit the spot. That’s because they know us so well and understand how we work. AJW: Yes, honesty is key. Nothing causes a relationship to go sour quicker than a breakdown in trust. If you can’t do something or an issue arises, then be honest about it and look to create a workable solution. Burying heads in the sand or covering things up will always come back to bite you.
How important is a long-standing relationship when it comes to getting the best out of your marketing? JP: HOSPA, as a membership organisation, needs to communicate through various methods to suit different scenarios. There are times when a different voice is needed to address different issues, and not necessarily a defined template to follow. Understanding the subtleties and nuance of that plays a large part in smooth communication, and a long-standing partnership such as the one we have with Pic PR makes that process much easier. Put simply, they know how we work, so edits are minimal, if at all. AJW: I think Jane has it spot on there. It almost comes as second nature now. For instance, I know when the PR team flag a reactive comment opportunity for Jane, they often have it drafted and practically ready to go ahead of even speaking to her – as they’re very much tuned into Jane’s thinking as well as the general issues affecting hospitality. Of course, things are edited as needed – but it makes it much easier to have such a solid starting point.
Hotel Management International /
www.hmi-online.com
What form of marketing would you most recommend for a hotel or hospitality venue? JP: Each organisation is different and there’s not a one-size-fits-all answer. However, HOSPA’s increased use of photographic and video content has been key to our growth. The old cliché is a picture tells a thousand words, so it’s worth bearing that in mind. In the fast-paced world of today, where attention spans are ever shorter, something that’s eye-catching and strikes a chord immediately makes a huge difference in getting your message out there. AJW: My background is video, it’s the marketing discipline I started out in, so I’ll always be an advocate there. However, striking the right balance is key. It’s all very well having outstanding visuals, but if, having caught that attention, upon closer inspection the copy doesn’t hold up – then you’ll lose the prospect. Joined-up thinking is essential in making sure you present a comprehensive picture, so don’t neglect one thing to focus on another.
How do you think marketing practices are set to evolve over the coming years? JP: AI is certainly one to watch but the personal touch can never be replaced – especially in an industry like hospitality which is so centred on its people. So, my view is that we look at AI as support for what we’re already doing. I use the analogy of automated revenue management. The increased sophistication of the systems hasn’t necessarily reduced headcount. Moreover, technology advances have freed up revenue managers to see beyond the minutiae of the figures and to look at the bigger picture, which must surely be a more fulfilling job. Likewise with robotic process automation (RPA), let the technology do the mundane work and allow the human element to take the starring role. AJW: While the initial awe at the likes of ChatGPT and Midjourney seems to have died down slightly, AI is only going to get better. Early adoption and integration is key, so, as an agency, we’re looking to, firstly, use it where we can at present and, secondly, keep abreast of developments. Having said that though, we’re not looking to get too fixated on it. Delivering a good service for clients in the here and now is essential, so we want to focus on maintaining that while evolving and adapting our services as needed.
Is there a recipe for success? JP: Communication, focus and the ability to adapt. AJW: In a very similar vein to Jane, you need to listen – both to the brief and to feedback – and be flexible. Learning and adapting to changing circumstances and client needs helps you to deliver consistently and continue to meet expectations. ●
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