Editorial Board   

Mr. Bernstein

Laurence Bernstein

Managing Partner, Protean Strategies

During a highly successful 20 year career, Laurence Bernstein launched and nurtured numerous global hospitality, foodservice and financial service brands, on behalf of global advertising and brand marketing firms.

Prior to working in advertising, Mr. Bernstein cut his teeth in sales and marketing with Westin Hotels. In 1998, in response to the rapidly changing marketing environment, he founded the boutique strategy and research agency that he now runs, Protean Strategies.

From its inception, the firm has led the way in experiential branding -- converting attributes, features and benefits into relevant and differentiating experiences that form the underpinning of real brand-centric growth. This led to the seminal idea of "modern luxury", first posited in a 1999 white paper published in the Cornell Quarterly, which now underpins the entire boutique category.

In 2012 Mr. Bernstein started Protean Hospitality Partnerships, a marketing advisory consultancy focusing on the hotel and resort business. Recently, the firm published a widely quoted study of how consumers engage on an emotional level with hotel brands.

In the consumer research field, Mr. Bernstein developed the first psychoanalytic approach to market research, Inner Directives Archetype Studies, that has been used by more than 20 automotive brands to understand the underlying relationships between people and their vehicles. Inner directives has also been used by hotel companies and travel organizations to better understand and cater to their guests and visitors.

The Protean Guest Experience Audit system is an inexpensive methodology to help hotels understand what guests actually experience at the property level, using an interactive, real time methodology. In addition, Protean is recognized by Forrester Research as a leader in the exciting new field of Predictive Market based consumer research.

Mr. Bernstein attended the University of the Witwatersrand in Johannesburg and Cornell University School of Hotel Administration. He has published numerous articles on hospitality brand and guest experience design and has been invited to lecture at Cornell University, University of Toronto, and many associations including the inaugural Leadership Seminar presented by the Boutique and Lifestyle Hotel Association.

Please visit http://www.proteanstrategies.com for more information.

Mr. Bernstein can be contacted at +1 4169673337101 or bernstein@proteanstrategies.com

Coming up in August 2020...

Food & Beverage: New Technological Innovations

In the past few years, hotel food and beverage departments have experienced significant growth. Managers are realizing just how much revenue potential this sector holds, both in terms of additional revenue and as a means to enhance the guest experience. As a result, substantial investments are being made in F&B operations as a way to satisfy hotel guests but also to keep pace with the competition. Though it has been a trend for many years, the Farm-to-Table movement shows no signs of abating. Hotel chains are abandoning corporate restaurants and are instead partnering with local chefs to create locally-influenced dining options. Local, farm-sourced ingredients paired with specialty beverages or local wine also satisfies the increasing demand from Millennial travelers who are eager to travel sustainably and contribute to a positive impact. A farm-to-table F&B program also helps to support the local economy, which builds community goodwill. Also popular are "Self-Serv" and "Grab & Go" options. These concepts stem from an awareness that a guest's time is limited and if a hotel can supply them with fast, fresh, food and beverage choices, then so much the better for them. Plus, by placing these specialty kiosks in areas that might be traditionally under-utilized (the lobby, for instance), they can become popular destination locations. Of course, there are new technological innovations as well. In-room, on-screen menus allow guests to order from any restaurant on the property, and some hotels are partnering with delivery companies that make it possible for guests to order food from any restaurant in the area. Also, many hotels are implementing in-room, voice-activated devices, so ordering food via an AI-powered assistant will soon become mainstream as well. The August issue of the Hotel Business Review will report on these developments and document what some leading hotels are doing to expand this area of their business.