Take a look at the most recent Suite Spot episode that includes SVP and CMO at Finest Western Lodges, Joelle Park! Joelle joins the Suite Spot to debate the unimaginable BWH portfolio, their Life’s a Journey marketing campaign, advertising to completely different traveler segments, and way more.
You should definitely catch the complete episode now!
Ryan Embree:Welcome to Suite Spot, the place hoteliers examine in and we try what’s trending in lodge advertising. I’m your host, Ryan Embree. Hiya everybody. Welcome to a different episode of The Suite Spot. That is your host, Ryan Embree, right here for an additional particular version of The Suite Spot. I’m so excited to usher in our visitor at this time. We’re gonna be speaking about every part, the Finest Western Lodges and Resorts model, but in addition advertising that’s, Senior Vice President and Chief Advertising and marketing Officer, Joelle Park. Thanks a lot, Joelle, for being on the Suite Spot with me at this time.
Joelle Park:Thanks for having me, Ryan.
Ryan Embree:We’re gonna have an excellent dialog about advertising, about your fantastic model. A number of the recognitions that the model has seen lately. And we’re gonna discuss some industries traits as properly. However as per custom right here on the Suite Spot and actually hospitality, we love to listen to everybody’s type of journey story that led you in. You understand, generally now we have folks simply fall into the trade, however on the finish of the day, lots of people fall in love with our trade ’trigger hospitality is without doubt one of the, if not finest industries to work in. Speak to us a bit bit about your story, Joelle, and what led you to SVP and CMO at Finest Western Lodge and Resorts.
Joelle Park:Thanks, Ryan. Properly, I’m actually excited to be right here and it appears like many others. I’ve fallen into hospitality and fallen in love. I’ve spent over twenty years in advertising general working throughout model technique, buyer expertise, communications, and on each mission, each account, it’s about driving outcomes by way of modern advertising. Early in my profession, I began company web site and I partnered up some unimaginable manufacturers in retail, leisure, expertise, and my final consumer was hospitality. And that’s the place I fell in love with the trade. And now I’ve spent actually greater than 16 years in hospitality telling compelling tales. I’ve a love of journey personally, however I additionally simply imagine within the energy of journey to make the world a greater place. So I’ve been lucky to tackle some management roles spanning throughout loyalty. Now product improvement and one thing I’m particularly keen about is tradition and buyer expertise, as a result of probably the most highly effective type of promoting actually is the shopper expertise right here at BWH Lodges. I’ve the privilege of main our advertising, communications, loyalty and partnerships groups, and that’s encompassing of Finest Western rewards and Worlds Lodges rewards. So excited to share extra about what we’re as much as.
Ryan Embree:Yeah, it’s thrilling to listen to and it’s fascinating as a result of hospitality, you discuss to lots of hoteliers within the hospitality world, they usually say, though it’s a large trade, proper, it’s a really small world. You run into people who you already know on a regular basis. Typically you’re working with one model, you then go to a different model. However I all the time discover it fascinating to search out tales like yours, Joelle, the place you begin exterior of hospitality possibly, after which discover your manner into it. As a result of I do assume that actually does present the fervour and love that folks have in direction of our trade as a result of as soon as that bug, you already know, and it occurs to journey too, it grabs a maintain of you. It’s laborious to let go. And right here you might be. And lots of the hospitality professionals that I’ve spoken to they’ve had that publicity to different industries. And there’s simply one thing about hospitality that’s so particular. And I believe you nailed it on the top about speaking concerning the energy that journey has. And one of many issues inside journey is storytelling. And I’ve heard you in different interviews discuss your ardour and storytelling, particularly, significantly in advertising. How has that formed your method to native storytelling on the lodge stage to create actually what we’re all making an attempt to crave proper now, I believe on this world with expertise and AI, which is genuine connection between a lodge and and your visitor?
Joelle Park:Properly, I’m very lucky as a result of the genuine connection is occurring throughout. And so I didn’t need to manufacture something. I’ve marketed lots of various things and generally it’s tougher than others to unearth the aim pushed story behind a model. However in hospitality it’s so clear. And at BWH motels, lots of people don’t understand now we have 18 manufacturers throughout the portfolio, 4,000 motels world wide. So Finest Western is only one of many. And so to start with, telling the story of the portfolio and that’s primary. I had no concept. And I assumed, if others don’t know, I’ve gotta go and assist them inform this story. However half two is shining a highlight on the tales which can be already occurring on the native stage. And the fantastic thing about what we’ve been doing right here the final two years with the storytelling by way of our marketing campaign “Life’s a Journey” and thru our general advertising is it began with inspiration from what was occurring in that visitor to lodge employees interplay. Naturally, our lodge staff members have been sharing their favourite issues concerning the space as a result of they’re the soul of the vacation spot the place these vacationers are. And so all I needed to do, and my staff and I used to be pay attention and spend lots of time on the entrance strains, on the motels, listening to our staff members, listening to friends, and over and over, we heard concerning the energy of those small moments in a state the place our employees, and even possibly it was by way of visitor messaging, not simply individual to individual, however they have been making these native suggestions and unlocked how we allow expertise. And that’s why this concept of Life’s a Journey was born. So the story kind of instructed itself born outta the native stage.
Ryan Embree:It’s so cool. And I’ll go to again to your level, Joelle, about speaking about manufacturing. As a result of I believe proper now in a time we crave genuine experiences and moments in our lives, and I believe as customers now we have gotten, particularly the youthful technology, actually good at with the ability to see what’s actual and what’s not actual. And also you’re completely proper. I believe for the hoteliers that take heed to this podcast know, I imply, between the interactions that you just’re having on-line by way of social media evaluations and simply on a regular basis moments on the property, there’s simply a lot particular that occurs there, proper? And if as you talked about, simply unearthing that and with the ability to have a spot and a discussion board to share these tales, such highly effective advertising. And if that comes off as natural, that comes off as true and actual, that’s when you’ve got one thing actually particular. And clearly being acknowledged, I’ve seen the model within the information these days acknowledged by USA at this time, 2025 Readers Selection Awards, a number of accolades together with finest loyalty program, which is superior and finest prolonged keep lodge for certain, Keep Studio. As entrepreneurs, we like to see these sort of recognitions, proper? Which means extra attending to get the megaphone out and sharing all the nice information about it. However what does this imply, these recognitions imply to you? And actually how vacationers really feel concerning the loyalty program and the Positive Keep model?
Joelle Park:I believe it’s all about worth. The worth that we offer that then in return makes us a model and a loyalty program that friends worth. So let’s begin with the rewards program. Finest Western Rewards, 64 million members. I believe a testomony to the ability of it, however what lots of people won’t understand is now we have manufacturers spanning the class, every part from our luxurious and upscale manufacturers, worlds, motels, throughout financial system, and certain, keep. So folks see the worth in this system as a result of they’re incomes these factors and there’s a lodge for each sort of journey event. We even have an enormous variety of unbiased and assortment motels, and individuals are in search of experiences. You stated it, Ryan, genuine experiences. And what higher manner than these assortment motels that permit the unbiased expertise to shine and the factors don’t expire? And that’s actually distinctive within the trade. That’s our dedication to say, you earn these factors along with your hard-earned journey, and so that you should spend them the place and the way you need. In order that’s a giant differentiator. I believe a part of what contributes to that award-winning loyalty because it pertains to Surest Keep studio, it is a nice model in finest prolonged Keep lodge model. And it meets the wants of at this time’s evolving traveler with the kitchenette for brief or actually long run. And it’s not only for work, however for vacationers households, multi-generational household is a pattern, and we see that. So a few of the facilities we supplied one thing like Quick Keep Studio attraction to at this time’s vacationers,
Ryan Embree:It’s so nice. And seeing the journey traits and we’re gonna type of discuss that. However to have a loyalty program type of mix with the eclectic manufacturers that you’ve got at BWH motels, it actually does make it type of the right keep for any sort of traveler on the market since you see that, that journey isn’t just segmented into one explicit space anymore, proper? Or seeing increasingly of a mix of individuals saying, Hey, I wanna prolong my work trip a bit bit extra. Perhaps I do wanna carry my dad and mom to take care of the youngsters whilst you know me and the spouse go discover the world. You understand, all these journeys and journey are actually beginning to mix right here and holding a detailed ear and eye to the bottom. And it’s gonna be these manufacturers which have positioned themselves properly to type of be capable to welcome any and all sort of vacationers which can be gonna do the very best. So, switching gears, Joelle, Larry Kulick, President and CEO of BWH Lodges lately shared on LinkedIn that at Finest Western Lodges, we view expertise as a strategic enabler for offering an excellent visitor expertise. In the present day we’re utilizing expertise and AI to proceed to reshape the visitor journey. And I believe, I discover this quote so fascinating as a result of possibly different industries, we’ve talked about this, you already know, AI and expertise might be simply applied and there, as a result of there’s not a lot of a human contact to it, however in hospitality, you virtually need to be a bit cautious and going full AI and expertise as a result of on the core of this, it’s a very human human connection. You understand, white glove service, you’re internet hosting folks in a house, proper, at a lodge. So how do you type of discover that stability? How is Finest Western type of discover that stability there between human contact and expertise?
Joelle Park:Our philosophy is you don’t concentrate on expertise for expertise’s sake. You concentrate on expertise and innovation to energy what you uniquely provide to the world. And what we uniquely provide is taking good care of folks. So then the query we ask is, how can expertise assist us care for folks? And the nice factor is, if you put that energy, that innovation in entrance of your frontline staff members, you may assist them be extra environment friendly in what they’ve to take action that they’ll concentrate on what they like to do, which is taking good care of the visitor. So for instance, check-in, check-in requires lots of completely different steps that occur behind the scenes. And I like to consider it like a duck on the water. The friends ought to simply see the geese gliding seamlessly over the water. However you already know what’s occurring beneath that. It’s lots of piddling, and that’s what our frontline staff members are doing on the entrance desk to examine them in effectively, get them in the proper room, be sure that it’s clear, be sure that they’re acknowledged for loyalty. So if we are able to use expertise to simplify that for them, make it so apparent the at their fingertips or of their visible, what they should find out about that visitor, guess what? The vast majority of that point they’re gonna focus extra on delivering nice service. And that’s what we’re in service of and the way we’re partnering with our expertise staff right here.
Ryan Embree:I completely love that. I imply, pay attention, as a entrance desk agent, greater than a decade in the past, the reminiscences that I’ve from that place, Joelle, is strictly what you have been speaking about. It wasn’t, you already know, the tons of of check-ins or checkouts that I did over the span of the week. It was really the conversations that I had with these friends. And lots of that dialog occurred after I needed to get by way of the, all of the rigamarole of the check-in course of, proper? So if there’s a spot the place we are able to get to the place we are able to make issues extra environment friendly at, check-in, even any actually contact factors of the visitor expertise and be capable to get to that place of connection, with the ability to say what brings you into city? I’d like to do some suggestions as a result of as a traveler, as you have been chatting with with the native storytelling, what what we crave as vacationers is to really feel part of a group, proper? So once we come into an space, we don’t wish to go to the identical locations that we might go proper down the block of the place we left. We wish to see the very best locations on the town, to see the very best views, to get the very best locations to eat. And entrance desk, entrance desk brokers are the frontline employees there? And your first type of string into what’s that group like there? So anytime which you could, I like to listen to leaders in hospitality discuss, it’s not about, it’s not about utilizing expertise to essentially substitute, uh, however improve and to make, you already know, give, give, uh, extra energy to our staff and be capable to join higher with our friends. And, and we’ve heard this, you already know, in in traveler’s sentiment, we’ve, we’ve seen in visitor suggestions about folks speaking about new expertise that manufacturers are placing on the market. You understand, we simply wrapped up the busiest, time of 12 months for our hoteliers and vacationers alike. The summer time season, everybody’s outta faculty, everybody’s touring. I’m certain you’ve got a really sturdy pulse being in your place. You need to on what each hotelier and vacationers are feeling proper now. How do you are feeling like your hoteliers are feeling going into the autumn and winter months? And are you uncovering any visitor traits, possibly some fascinating visitor traits between your Finest Western friends?
Joelle Park:I imply, it was, such as you stated, you learn the headlines generally and also you surprise about financial sentiment, however there it’s, journey nonetheless going sturdy. Individuals are prioritizing it. And uh, what we’re seeing is that they’re prioritizing experiences over issues. And so even should you can’t take the week lengthy summer time journey that you’d’ve overseas, what we’re seeing is lots of home journey. And so individuals are nonetheless making time for the highway journey. Now, don’t get me incorrect, there are nonetheless folks, they’re, they’re touring world wide they usually’re making time for that. However on this time of financial uncertainty, even a small getaway for a weekend might be highly effective. And that’s what we see come by way of within the statistics on, on occupancy, um, and even charge. And I believe a pair traits that we’ve seen multi-generational journey, and also you hear concerning the sandwich technology, people who have the ageing dad and mom and the younger youngsters, they usually’re recognizing that bringing them collectively. There’s some highly effective moments that may occur if you’re not within the routine, day by day routine at residence. And also you alluded to it, Ryan, the second when grandparents and grandchildren can have time with out the dad and mom, there’s one thing lovely that may occur there. And on trip there’s a principle about if you’re exterior of your routine, moments are extra memorable. And so journey naturally does that. In order that multi-generational, the final minute highway journey, Hey, we don’t have something happening, let’s get away for an evening and we’re seeing that, and that is the place we excel as a result of a lot of our motels are off the interstate or in a secondary market. So it doesn’t take quite a bit to simply drive an hour and go, and all of the sudden you are feeling such as you’re getting away. So these are only a couple examples of a few of the traits that we’re seeing and the way we’re capitalizing on it, taking good care of our friends.
Ryan Embree:Properly, I might let you know firsthand, I’ve undoubtedly performed a type of journey traits with the multi-generational journey, you getting grandparents concerned and my youngsters. And yeah, I can completely see the attraction to that and people final minute highway journeys, I believe communicate to what you have been speaking about, Joelle, of individuals prioritizing journey earlier than private objects. And I do know, pay attention, we had this podcast throughout the entirety of the pandemic, and a few of these episodes weren’t enjoyable to provide, or conversations have been laborious to have. However there was all the time, there was all the time this hope that after we went by way of that, that there can be issues that we might look again and say, we’ve realized some classes, or it’s actually shifted the way in which that we take into consideration journey. And I believe that is a type of issues I believe folks, even in a time of uncertainty are going, you already know what, it would really feel unsure proper now, but it surely definitely isn’t as unsure because it was again 5 years in the past. Let’s take that smaller, possibly it’s a bit bit smaller trip, possibly it’s a bit nearer to residence such as you have been speaking about. So I count on these traits to proceed to develop. Hopefully there’s a bit bit extra certainty and folks really feel a bit bit higher about what’s of their pockets and spend a bit bit extra. Our hoteliers would most likely love to listen to that on this podcast. However in that point, I do assume it’s comforting to know that there’s, it stays a precedence for folks and will probably be one of many final issues that folks cease spending their cash on. So let’s change gears to strategic partnerships. I’ve seen the Finest Western model in lots of completely different locations. It’s been within the information celebrating some most lately with the United Soccer League. How has these strategic partnerships actually assist gasoline development and construct visitor loyalty for the Finest Western model, Joelle?
Joelle Park:Properly, I’m a giant believer in information to tell the place we go. So, and listening, I imply, nice, should you’re an excellent marketer, should you ship nice hostel, you take heed to your friends and clients. And by listening, the info confirmed us that our BWH Lodges, which is the identify of the portfolio, our friends have the next propensity to like sports activities, a ardour for it, they usually traveled for it. And it’s for the massive video games and the native ones. And since we’re actually tapping into this concept of being a part of the guts of the group with native suggestions, United Soccer League was an ideal match for us as a result of they’re offering alternatives to play and watch soccer, such a ardour for this sport in communities, everywhere in the us. In order that they have the skilled leagues, in addition they have the USL Academy for youth and creating gamers. And so this dedication to not simply watching the sport and the skilled side of it, however to cultivating it in youthful generations and folks like to journey to see, this nice sport and others. So it’s been a very thrilling partnership. We’re bringing it to life collectively. Now we have a facet of it referred to as Hometown Heroes, the place we’re celebrating heroes in native communities which can be giving again to this sport in particular methods. And it’s simply one other manner that we discover that once we faucet into the fandom of our friends, we are able to create one thing actually, actually enjoyable and nice collectively.
Ryan Embree:It’s so cool, soccer or soccer followers, a few of the most passionate, you’d argue followers on the market. So to have that, to be related to that model sensible transfer in your half, however actually cool additionally that you just get to rejoice, these heroes that you just have been speaking about. And actually wanting ahead to type of seeing that strategic partnership sooner or later flourish. Congratulations to you and your staff on that. And talking of congratulations, as entrepreneurs, Joelle fellow entrepreneurs, we like to rejoice issues, proper? What’s the following mission? What’s the following new improvement? What’s the following factor I can get on the market speaking about my model and the way loud can I yell at? Proper? What upcoming developments or tasks at BWH motels are you most enthusiastic about?
Joelle Park:I believe one first, is actually telling the story of this portfolio that we’re uninterested in being the very best stored secret. And we heard by way of analysis, folks assume they know Finest Western, oh, I used to journey there with my on highway journeys with my grandfather, however I believe they don’t find out about a few of the unimaginable new manufacturers now we have. One I’m so enthusiastic about and love to focus on is Aiden. Aiden is a contemporary boutique model, very stylish lodge. It actually embraces the native space. No two are the identical nice F&B choices. One among my favorites to focus on is the Aiden San Antonio River Stroll, a speakeasy within the basement. You push a portray and also you’re in. And Ryan, guess what the speakeasy is named? No Emptiness. So tie proper again to hospitality. So simply actually enjoyable methods to carry points of a neighborhood into the lodge expertise. Aiden is simply a type of manufacturers we’re increasing globally. So keep tuned. We’ve acquired lots of growth within the Center East. Now we have a wellness resort, a sanctuary that simply opened up and that’s a part of our world’s motels property. So we’re seeing this wellness pattern and it’s bringing it into the expertise. After which after all our newest prolonged keep model, at residence we simply opened our first one, all new development, attractive, all of the requirements however no pointless frills, so actually environment friendly. So lots of thrilling manufacturers within the portfolio and a few new motels coming into the pipeline too.
Ryan Embree:Properly, I’d love to listen to Joelle, as a result of I believe, between that point that you just simply spoke, you talked about F&B, wellness, simplicity, and effectivity. I imply, these are all hospitality and traveler traits. So that you and your staff having manufacturers that talk to not simply, any sort of traveler, however what’s the traits which can be fueling journey proper now’s actually, actually vital. And for any model on the market that’s going to proceed in a time the place we talked about it, it’s a bit bit unsure instances proper now to creating certain that you just’re placing your self ready for achievement as a result of you already know what individuals are searching for after they journey, what they prioritize is so vital is gonna proceed to be so vital. And also you and your staff over there sound such as you’ve performed a improbable job. And trying out all of these manufacturers that BWH Lodges has to supply, I’ve such a privilege and I’m so lucky I get to speak to trade professionals such as you and for my viewers, I really feel like I owe it to attempt to get as many nuggets of knowledge or items of recommendation that I can from trade professionals like your self. For those who’re a younger lodge marketer listening to this podcast making an attempt to get inspiration or recommendation, what would you share with them as possibly you’re one piece of recommendation shifting ahead?
Joelle Park:Get again to the entrance strains, find time for it. Even should you go right into a lodge and sit within the breakfast space and observe, I like visiting our motels. I find time for it as a result of the sunshine bulb moments usually occur proper there in entrance of you, and all it’s a must to do is pay attention and be humble sufficient to know that these frontline staff members are telling their tales each day. After which it’s our job simply to amplify what they’re doing. I’ll provide you with an excellent instance. Sitting within the breakfast space at a lodge lately, I acknowledged that the breakfast attendant wasn’t simply clearing dishes, they have been greeting the friends. They have been asking how their day was making native suggestions. And I spotted if you rent for a breakfast attendant, you wanna rent as if they’re the concierge on the lodge. And I spotted that’s asking quite a bit on this day with labor shortages and whatnot, however placing a distinct lens on how one can rent as a lodge operator, then as a, from a advertising standpoint, if you’ve acquired operators bringing that lens into the on a regular basis buyer expertise, and should you’re a younger marketer and also you’re observing that, you’re gonna discover these tales and mode of connection occurring, and all now we have to do is shine a highlight on it.
Ryan Embree:I like that. I imply, pay attention, the age previous recommendation, that GMs used to share with me we’re, you ever actually wish to know the way your friends are feeling, go sit within the foyer at breakfast as a result of they’re gonna discuss it, proper? And I believe it’s such sensible recommendation for a younger marketer as a result of I believe we generally tend to assume that lots of the connection and possibly the most important connections are performed on-line, behind a display screen, possibly on social media or evaluations. However actually it’s getting these, these tales, these moments, these expertise such as you have been sharing out right into a discussion board like that. And people connections aren’t, they occur on-line, however the extra highly effective ones are those that occur on property after which that flip into some superb digital moments and tales on-line, down the road, proper? So I believe simply nice recommendation. Thanks a lot for sharing. As we wrap up at this time, we all the time wish to gaze into our hospitality crystal ball, as I name it. You understand, get a glimpse into the longer term. What’s forward? How do you see the BWH Lodge’s model 5-10 years down the road? What do you see and what’s your imaginative and prescient for the longer term, Joelle?
Joelle Park:I believe in 5 years we’re now not the very best stored secret. We’re the very best instructed story and we’re up there as a powerhouse that folks had no concept. And I hope folks say, the place did this portfolio come from? World growth. And I believe what we’re uniquely positioned to do is assist vacationers in search of that have that isn’t your cookie cutter, the place they need that actually hyper-local suggestion. And it’s not simply the factor that’s the highest of TripAdvisor. I imply TripAdvisor is nice within the emergence of AI. You may get lots of suggestions, however I like to consider us just like the native bookstore. There’s a shelf there and it has the native employees suggestions. So it’s nice books, however with the why and the insider scoop and in 5 years time, I believe folks will understand that any BWH Lodge they keep at, they’re gonna get that have and be careful world as a result of right here we’re.
Ryan Embree:Alright, properly we’re excited. We’ll preserve our ears and eyes open to all these tales that, that you just and your staff over at BWH Lodges are sharing with us and telling us each single day. So thanks. I do know we coated lots of floor. Any ultimate ideas earlier than we wrap up at this time?
Joelle Park:I’d simply thanks for the chance and what a pleasure to share somebody that has the fervour for connecting the world by way of hospitality like I do. So thanks Ryan.
Ryan Embree:Completely. We’re excited to listen to it. Thanks a lot for taking the repeatedly, like I stated, we’re gonna preserve a detailed eye on the model and congratulations to all of the work you and your staff have been doing to date and want you an excellent 2025 and into the longer term over the following couple years. Thanks Joelle.
Joelle Park:Thanks, Ryan.
Ryan Embree:Alright, and we’ll discuss to you subsequent time on the Suite Spot. Thanks for listening. To affix our loyalty program. You should definitely subscribe and provides us a 5 star ranking on iTunes. Suite Spot is produced by Journey Media Group. Our editor is Brandon Bell with Cowl Artwork by Bary Gordon. I’m your host Ryan Embree, and we hope you loved your keep.
