EDITOR ’ S DIARY
PASSION FOR HOSPITALITY
EDITORIAL Jeff Weinstein , Editor In Chief 1.312.274.2226 E-mail : jweinstein @ hotelsmag . com Barbara Bohn , Managing Editor 1.312.274.2209 E-mail : bbohn @ hotelsmag . com Chloe Riley , Associate Editor 1.312.274.2229 E-mail : criley @ hotelsmag . com Bert Ganzon , Senior Art Director 1.312.274.2227 E-mail : bganzon @ mtgmediagroup . com Steve Vanden Heuvel , Senior Art Director 1.312.274.2218 E-mail : svandenheuvel @ mtgmediagroup . com Brittney Hackbart , Associate Art Director 1.312.274.2216 E-mail : bhackbart @ mtgmediagroup . com Michelle Villadolid , Freelance Design E-mail : mvilladolid @ mtgmediagroup . com Bill McDowell , Vice President , Editorial Director 1.312.274.2201 bmcdowell @ mtgmediagroup . com
CONTRIBUTING EDITORS Oriana Lerner , Erin Sund
PUBLISHING David Wood , Publisher 1.312.274.2225 dwood @ hotelsmag . com Bill Kinross , Vice President , Group Publisher 312 / 274-2214 bkinross @ meatingplace . com
INTERNATIONAL ADVISORY BOARD Nakul Anand Executive Director , ITC Ltd ., Gurgaon , India Stephen Bartolin President , Broadmoor Sea Island Co ., Colorado Springs , Colorado Geoffrey Gelardi Managing Director , The Lanesborough , London Alex Kyriakidis President and Managing Director , Middle East and Africa , Marriott International , Dubai Christopher Nassetta President and CEO , Hilton Worldwide , McLean , Virginia Monika Nerger Chief Information Officer , Mandarin Oriental Hotel Group , Atlanta Paul Sistare President and CEO , Atlantica Hotels International , São Paulo Susan Terry Vice president of culinary and food and beverage operations , Marcus Hotels & Resorts , Milwaukee , Wisconsin
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TAKING A STAND A GOOD RISK
The tale of athletic shoe company Nike ’ s ad campaign supporting American football player Colin Kaepernick and his decision to kneel as the U . S . national anthem played before games to protest the oppression of people of color is one of risk-taking that is paying off .
In the first 24 hours after the spot aired , Nike received more than US $ 43 million worth of media exposure , the vast majority neutral to positive , according to Apex Marketing Group . Within a week the exposure was worth US $ 163.5 million . Sales took off , as did Nike ’ s stock price .
Editor In Chief
Soon thereafter I wrote a blog post about how the hotel industry could learn from Nike sticking its neck out to take what it believed was the right side in a very public debate . It recognizes its younger , more idealistic core audience would appreciate that it was doing the right thing . The reaction to the blog was mostly positive , but not surprisingly some thought it was not patriotic for Nike to take this stand and would alienate a segment of its audience . Of course , everyone is entitled to their opinion .
One commenter was particularly thoughtful . He opined that “ guests are now seeking out brands that share their own personal values and will associate with those that strike an emotional chord . Trying to avoid alienating certain segments is misguided . Remaining ‘ neutral ’ makes a brand complicit in any issue .” I don ’ t know this gentle reader , but I agree that striking an emotional chord today is a great way to build engagement and loyalty .
All that said , I wrote in the same blog that I would be surprised if a hotel company had the guts to take a public stance on a similarly politically charged issue . Then , on September 27 at an industry conference , Hyatt Hotels Corp . CEO Mark Hoplamazian stated in front of a big crowd that the company would no longer allow hate groups , those who primarily seek to disparage or demean a specific group of people , to host meetings or events at Hyatt hotels .
I don ’ t know if Hyatt and Hoplamazian were motivated by Nike ’ s daring move , but I applaud them either way for taking a stand on a complex and emotional issue . They committed to a higher level of vetting , and now we will see if it pays off . I ’ m convinced it will work , even though Hyatt and Hoplamazian perhaps have different motives than Nike ’ s .
How many potential hotel guests who have no particular loyalty will take notice and reward Hyatt ? Has it also won greater loyalty from existing clientele as well as the rank and file Hyatt teams around the world ? I think we know the answers .
You proved me wrong , Mr . Hoplamazian , and for that I applaud you . Now , who ’ s next ?
November 2018 hotelsmag . com 7