THE INTERVIEW : MICHAEL GROSS how do you make it profitable ? MG : We recognize the need to stay current and nimble , as F & B has always been a big part of the Morgans experience . We continue to believe it and have invested significantly , as there is a double opportunity . It drives improved profitability to the properties , and stronger F & B has a direct impact on rooms revenue . H : What ’ s hot on the F & B side ? MG : A pop-up bar on the roof deck of the Mondrian in SoHo ( New York City ) called Soaked was open for three months this summer and was a huge success . In addition to driving revenue , it generated a lot of buzz for the property . We see more pop-up bars and restaurants allowing us to be more nimble , and we will see that trend continue .
H : What is the best way to build brand awareness ?
MG : The most important thing is the quality of the experience . If there is energy it creates a lot of the buzz and word-of-mouth that leads to return business . We are also launching a website unrelated to the hotels to curate content for guests in the areas of fashion , design , music and entertainment . That is an exciting piece of brand awareness .
H : How important is social media marketing right now ?
MG : As more guests book directly through mobile or their computers , it is important to have a compelling website with content to draw in people , and we see that trend only increasing . Social media is a very important tool to get our brand message out . We do little traditional advertising , and in many respects social media and the content we put out is a huge component of getting our brands into the right places and in front of current and potential guests .
H : What is the next big thing in the hotel industry ?
MG : The integration of technology into the properties is very compelling , and we are just at the beginning . We are very much focused on the guest experience becoming more seamless — being able to get what you need or being able make a reservation from your tablet or phone . Separately , it is about using some of that technology to
enhance the overall guest experience , bringing guests together and creating activities . Those are things I find fascinating . Seeing some of the technology coming next , I can only imagine what the state of that will be in five years .
H : Isn ’ t high-tech counterintuitive to customer service ?
MG : At the end of the day , there are
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enough touchpoints with guests during the experience to provide that smile and make a difference in their day . But there are the elements of ease and efficiency , and some of these tools are being used to bring people together . If it is done right , we can create a more efficient overall experience that still doesn ’ t lose that personal touch .
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www . hotelsmag . com October 2012 HOTELS 59