048 | Create Your Story, Then Communicate It with Paul Kesman


Paul Kesman is a marketing and public relations professional with over 25 years of experience in the hospitality industry. He assists hotel owners, management companies, capital providers and suppliers to the industry define and articulate what separates them from the competition and develop strategies to convey their messages in the right manner, to the right audiences, at the right times.

In This Episode, Paul Reveals:

  • The differences between Marketing functions, and Public Relations functions, and how they work together.
  • How B2B marketing and PR differs from B2C.
  • How to creating your story – knowing who you are, what makes you different, what are you better at and why.
  • Several actionable ways to build your brand, whether that’s your property, your management company, or you as the individual.
  • Tips on forming relationships with the media, and how to keep those relationships fluid, solid and growing, so they will share your story AND use you as a resource.
  • Several ways to establish yourself, or your company, as a leader in the industry – from speaking engagements, to panels, to blog and social media posts.
  • What to do in the event of a crisis – how you can prepare, and what you can do to effectively manage a situation and preserve your reputation.

Resources & Links

  • 329 | Ruff and Ready: ADA gives hotels a short leash when accommodating guests with service animals

    Many hotels these days have made room for guests with disabilities. Hotel managers and staff should also know what the Americans with Disabilities Act says about accommodating guests with pets. During the pandemic lockdowns, a lot of people added a pet to their household and now they’re bringing Fido along on vacation. Hotel employees need to know how to cater to both consumers who are pet owners as well as guests who travel with a trained service animal. Episode 329 of Lodging Leaders podcast reports on how the ADA defines a service animal and how a hotel is legally obligated to serve a guest who comes with a dog or any other animal.

  • 328 | Curb Appeal: Hotels’ refreshed images designed to attract road trippers

    Nearly 48 million Americans plan to travel over the Fourth of July weekend, predicts AAA. Most of them will drive and many of them plan to stay in hotels. What makes a travel consumer choose your hotel? Price can be a factor but so can the story the property tells through its online photos and its real-life curb appeal. First impressions of a hotel set the tone for the guest’s entire stay. Its roadside image is more important than ever as the lodging industry this summer hangs its hopes on a comeback driven by domestic travelers. Lodging Leaders podcast explores the importance of a hotel’s curb appeal as hoteliers think of ways to attract travelers seeking safety and assurance as the nation emerges from the coronavirus pandemic.

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