HOSPITALITY MARKETING

Joie de Vivre / Two Roads Hospitality

HOTEL KABUKi, a joie de vivre hotel

I joined Hotel Kabuki as Director of Marketing & Communications just as it was wrapping up a $30 million renovation. I was tasked with spearheading the reintroduction of this 50-year-old, 225-room hotel and managing its brand awareness, content development, and creative direction. Some of my responsibilities and wins have included:

WEBSITE MANAGEMENT
While I consistently monitor the website’s content to ensure its accuracy and relevancy, I did make a push at the beginning of the year to revamp its content. The intention was to make the site more robust, customized, and profitable. I created more than 15 content-rich and optimized landing pages, which led to a spike in traffic, as well as contributed to an almost 20% increase in ADR and a 40% increase in revenue via the booking engine, year over year.

CRM/EMAIL and ADVERTISING CAMPAIGNS
I’ve enjoyed taking a more active role in generating leads and revenue while at Hotel Kabuki. I manage and create email campaigns for the property, cutting through the inbox clutter, increasing RFPs, and bringing in more than $300,000 within six months for the Two Roads’ portfolio (with almost half of that being booked at Hotel Kabuki). In addition to monthly eblasts, I’ve set-up automated bounceback campaigns that generated more than $10,000 within their first month.

I’ve also been involved in generating leads for group, catering, and corporate business through email campaigns, as well as via GDS and consortia advertising campaigns. These have successfully increased awareness, generated revenue, and led to actualized programs.   

COMMUNICATIONS
I’ve been the property point-person for our PR, social media, and digital agencies. It has been incredibly rewarding to see how collaboration and hard work pay off: The hotel was just ranked as one of the top hotels in San Francisco as part of Condé Nast Traveler’s 2018 Readers’ Choice Awards.

COLLATERAL
This aspect of the job has allowed me to flex my creativity and has led to some bright, bold items that capture the fun of Hotel Kabuki. In addition to guest-facing pieces, I’ve also worked on print and digital ads for both consumer and trade outlets, as well as engaging tools for the sales team (i.e. presentations, fliers, catering and wedding menus) to help them effectively close business.

REVENUE/PACKAGES
Not only do I work closely with our revenue team to generate business during need periods, but I also work on developing special offers. As part of our relaunch campaign, I created a signature, post-renovation offer that resonated incredibly well with guests resulting in 454 room nights and almost $115,000 on the books within its first three months.

While some packages are created to sell, some are created to tell and disrupt. We successfully launched a buzz-worthy package commemorating the legalization of marijuana, entitled “The Herbal Trip.” It was recognized by the California Cannabis Tourism Association as “an engaging experience that educates the ‘canna-curious’ while impressing the ‘canna-connoisseur.’”

PHOTOS BELOW ARE FROM A LIFESTYLE SHOOT I LED, FOCUSING ON BRINGING PERSONALITY TO THE HOTEL’S RENOVATED SPACES