www.business-review.eu Business Review | March 2022
18 HOTEL MARKET
Joining forces on the local hotel market Claudia Stan, Cluster Director of Sales at Apex Alliance Hotel Management, sat down with Business Review to discuss the added value the Sales and Marketing Cluster brings to corporate clients on the local hospitality market. By Anda Sebesi some examples from the hotel chains you represent. We have 5 hotels in our portfolio: Moxy Bucharest Old Town, Courtyard by Marriott Bucharest Floreasca, Hilton Garden Inn Bucharest Old Town, Hilton Garden Inn Bucharest Airport and Marmorosch Bucharest. In our industry, it is no longer enough to have a good or very good product. You needed to find something else that can make a difference. We all know that a consumer’s buying
Where did the idea for a Sales and Marketing Cluster come from and what was the motivation behind it?
What criteria do you use to customise the solutions offered to your customers?
decision is the result of a mix of rational
We present solutions only after considering
thinking and emotions, therefore we’ve
For the last two years, the hospitality indus-
the customer will perceive them as meeting
worked to identify emotional links between
try had to redefine itself in the most signifi-
their objectives and we involve customers
our guests and our products. Moxy Bucharest
cant way. The idea for the Sales and Market-
in determining their needs and exploring
Old Town is a fun, vibrant, and stylish hotel
ing Cluster was born from the need to work
options. Additionally, take into account the
designed for “always-on” guests who tend to
more smartly and align operations across
profile and target market of each property,
get excited by new experiences—and the price
all our properties, and its main purpose is
making sure that we pair customers with the
is just a pleasant surprise.
optimisation.
most appropriate experience for them.
At Courtyard, we are passionate about better serving the needs of all travellers. It’s what inspired us to create the first hotel designed
puts the customer at the centre of the buying
Is the solution being used on international markets? If so, what have been its results among the hotel chains and among the clients of targeted companies?
process. This attitude entails more than just
Yes, both Hilton and Marriott have global
their trip. Whether you are in transit between
being concerned about a customer’s needs.
sales offices that sell for different properties,
flights or in for a longer trip, Hilton Garden
The most successful Sales and Marketing
in different countries. The implementation of
Inn Bucharest Airport is your best choice.
Managers are aware of how they like to buy,
the Cluster had a positive impact on our mar-
which enables them to focus on the cus-
ket. Customers tend to congratulate us for
Old Town were restored and transformed into
tomer’s perspective and journey. As a Cluster,
the initiative, as they now have a single point
two unique hotels: Hilton Garden Inn Bucha-
we know that getting information from the
of contact for all their requests, whether
rest Old Town—where you will find a bright
customer and giving them a choice is just as
we’re talking about individual reservations,
and inviting atmosphere with warm, sunny
important as giving them information. The
groups or events.
service—and The Marmorosch, Autograph
What is the added value brought by the Cluster? The Apex Alliance Sales & Marketing team
relate to the customer’s needs, budgets, and areas of interest.
why the Courtyard experience today empowers all of our guests, no matter the purpose of
Two abandoned historic buildings in the
Collection by Marriott, with an interior design
Apex Alliance Cluster of Sales & Marketing teams makes recommendations that directly
specifically for business travellers, and it’s
You mentioned that you emphasise the story behind each hotel when offering solutions to customers. Please give us
featuring rich and authentic Art Deco details that give you a taste of Bucharest’s high life during the Belle Epoque.
