Issue link: https://digital.copcomm.com/i/12999
• • •BY VICTORIA HEAD• • • years of experience in the travel and hos- pitality industry and has been with Starwood Hotels for nearly 18 years. He began brand management with the Sheraton in 2007 and has since seen a 6 billion dollar worldwide investment in the brand, targeting new hotels, existing hotel renovations and signature brand ini- tiatives. Harper says, “…on a daily basis, we HOYT H. HARPER, II After an early morning workout at the gym, Hoyt Harper engages what truly invigorates him, performing his daily duties as the senior vice president of Brand Management for Starwood Hotels & Resorts in White Plains, NY. Starwood’s largest brand is Sheraton, which Harper oversees. In this capacity, he is responsible for all of the elements in the hotel that impact the guest experi- ence; product development, hotel devel- “Customers should be willing to drive a little further to stay at your hotel and maybe even spend a little more money, having confidence that in the end, their experience with you will be great,” opment, marketing, operational standards and performance. Harper has over 25 are focusing on ways we can enhance the guest experience. Exceeding our guest’s expectations and obtaining customer loy- alty is the key to sustainability during these tough economic times. Those who are the most creative and physically responsible will make it.” Harper notes that their customers expect the hotel they patronize to be green conscious. He and his team are always looking for ways to enhance their level of responsibility in that area. Using energy efficient light bulbs, putting recycling bins in their hotels and utilizing recycled products is just good business; it’s environmentally friendly, makes guests happy and saves money. Developing good customer loyalty also means creating elements different from the competition and paying close atten- tion to that which will make your guest’s experience special. “Customers should be willing to drive a little further to stay at your hotel and maybe even spend a little more money, having confidence that in the end, their experience with you will be great,” says Harper.” Therefore close attention is given to their guest’s personal space and social space. In regard to personal space, Starwood is the innovator of Sheraton’s signature “Sweet Sleeper Bed,” known for its plush top mattress, down pillows, crisp sheets and plump duvets. This is just part of enhancing the guest experience and pro- viding that feeling of home away from home. Additionally, it is also known that guests are looking for a comfortable social place. Most hotels have restaurants and bars, but Starwood has found that most women are less likely to sit alone com- fortably in these areas of a hotel, but do frequent the “Link @ Sheraton” (Starwood’s computer area), which gives travelers networking opportunities, inno- vative working space and a chance to con- nect with other guests; they can eat, unwind and be alone with their work, but not feel lonely. “As we are a global company, it is important that we think globally in our daily application,” Harper has been blessed to be able to travel the world in his position with the Sheraton Group. Sheraton has regional offices in Singapore, Brussels, China and Miami, which oversees Latin America. He occasionally visits various destinations to see where new hotels are being built, to meet with owners and the different regional teams. “As we are a global com- pany, it is important that we think glob- ally in our daily application,” notes Harper. Black Enterprise Magazine has named Harper one of the most powerful African- Americans in Corporate America. In 2006, Lodging Magazine named Harper one of the lodging industry’s Top Innovators for the year, for “mastering the alchemy of brand renewal” with the Four Points by Sheraton Brand. When Harper is not working, he enjoys participating in “Fighter Pilot For a Day.” This accomplished pilot goes up in a naval plane and coordinating with another fighter, conducts aerial com- bat maneuvers. You can see a sample of this at www.aircombatusa.com. Harper can be reached at hoyt.harper@star- woodhotels.com or (914) 640-8572. You can also learn more about Starwood Hotels by visiting www.starwood.com. Black Meetings & Tourism May/June 2010: www.blackmeetingsandtourism.com 35