HotelsMag May 2016 | Page 16

scoring with MillEnnials
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ExpEnsivE wakE-up call

By BarBara Bohn , managing editor
Hoteliers have 55 million reasons to take another look at their security procedures after a US $ 55 million judgment in March stemming from American sportscaster Erin Andrews being secretly videotaped in a Nashville , Tennessee , Marriott hotel room .
Policies must reflect a commitment to guest privacy , says Claudia Callaway , partner and member of Katten Muchin Rosenman LLP ’ s hospitality practice . That includes empowering employees to notify management when a situation raises a red flag , not after an incident . Also :
Use computer-based training . Employees can log in to a module , view policies and be tested . It ’ s a trackable approach that allows for updates .
Associated Press
Put it in writing . Share security standards with employees regularly and make it part of daily procedures .
Train in security , not just service . “ In the same way that you greet a guest in a friendly manner , you
don ’ t give out their room number ,” Callaway says . “ If someone is repeatedly asking for another guest ’ s room number , perhaps , you consider what sort of alarm that might raise .”
Limit access to information in public spaces . In
Sportscaster and tV host erin andrews wipes tears as the verdict awarding her US $ 55 million in a peeping-tom case .
the Andrews case , it was claimed that her room number was gleaned from the hotel restaurant ’ s LCD phone readout . Useful for a maître d ’, perhaps , but problematic from a privacy standpoint . It ’ s about being “ aggressively defensive .”

scoring with MillEnnials

Cristiano ronaldo , left , and dionisio Pestana
As big chains scramble to attract younger travelers with cheeky names and color-coded branding , Dionisio Pestana thinks he has something better : a face , specifically Cristiano Ronaldo ' s .
The president of Pestana Hotel Group , Funchal , Portugal , announced in December a € 75 million ( US $ 81 million ) deal to link the football superstar ’ s youthful energy with a four-hotel chain aimed at the coveted age group . The deal makes sense , Pestana says , and not only because Ronaldo grew up on the Portuguese island of Madeira , where the first CR7 hotel will open this summer .
“ He ’ s a millennial himself . He ’ s very intense , on and off the field ,” Pestana says . “ Off the pitch he likes the lifestyle , the good cars , the good life ." And the Real Madrid forward knows branding well : Besides endorsement deals , his CR7 logo is stamped on clothing , cologne , footwear and underwear .
Pestana hopes to invoke Ronaldo ' s spirit through a vibrant , sexy and informal design , along with the usual millennial attributes . While they won ’ t employ obvious sports imagery , Pestana says , the physicality will be present in subtle ways – “ the participation of life , the emotional side of the event .” Gyms will feature exercises recommended by Ronaldo .
Thr Lisbon CR7 opens in August ; Madrid within 18 months ; and New York City in 2018 . Ronaldo will be 33 then , so is Pestana worried the appeal will fade with an inevitable retirement ? “ Even if he wasn ’ t a footballer , he would be a fantastic partner for what he represents – his principles , his qualities ,” Pestana says . – BB
12 hotelsmag . com May 2016