Bill Heaney – An experienced viewpoint made available for those in the Travel, Tourism, and Hospitality industries.

bheaney@aprinda.com

Destination Marketing
Appealing, compelling and uniquely intriguing virtues of a destination needs to be accentuated.  First, our specialty is determining what these virtues are, then identifying how to best feature them for appreciation.  Effective destination marketing requires a fresh view – a fresh perspective.

Customer Identity
Customers make the business world go round! And wouldn’t it be perfect to “just know” who one’s customer is quickly and easily.  It takes an assessment by a seasoned professional to determine the identity of the customer.  Our experience allows us to help you identify your customer more easily and to identify how and where to tell them what you have to offer.

Packaging
Combining your hotel, resort, destination or venue offering with add-ons can enhance its marketability as well as give you additional tools in your marketing arsenal. Bundling with the appropriate additional components can show more value while allowing for yield pricing. Today’s customer likes one stop shopping and simplicity for them is even better. Careful analysis and determination is needed to package properly.

Revenue Generation
It all starts with revenue.  And revenue solves a lot of problems.  Ideas, strategies, and tactics to  drive revenue from basic and ancillary products/services is our specialty.  We provide a detailed and fruitful service to help our customers see the abundant revenue trees in their forests.

Cost Effectiveness Methods
Controlling costs gets confused with "cheaping out."  Reality suggests that there are effective ways to spend money to accomplish tasks.  It is foolish  to do it any other way.  We can show you how to drive revenue, provide products and deliver services in a manner that utilizes your resources prudently.

Development Evaluation
Prejudice – having a vested interest – sometimes creates the opportunity for bad decisions.  Clear impartial expertise including details of the attributes and drawbacks of a potential development opportunity makes sense.   We offer the kind of experience needed to ensure that the right information is extrapolated and delivered in an unambiguous way.

Brand Selection
The need for branding in today’s market environment creates many questions; some as basic as, "Is a brand needed?" and, "Which brand is best for a specific project?" Learning how different brands work and other factors in determining what is best requires diligence. Objectivity is also needed to make the determination of whether a brand fits right and is cost-effective for a given scenario. We provide a fresh perspective on brands and branding.

Partners
Equity and debt make the deal go round.  The perfect proportions make it even better and bringing mutual interests together is what we do best.

Vision
Dreams that are focused and well thought out are the paths by which successful ventures achieve greatness. And you need a dream – a vision – to set the direction. Sometimes putting the thought into focus requires a little fresh perspective. We can join you in creating your vision.

Strategies
Strategies are the chapters in your plan to achieve your vision and goals. Determining the overall way to get it done and which methods are best requires careful determination. Yes, strategies can be changed and the flexibility to do so is admirable. However, focused effort in setting them correctly at first affords a sounder footing for success.

Tactics
Accomplishing results comes in the details. Specific steps are many times assumed in their relevance when in actuality they make the most difference. Putting the steps in place within the chapters (strategies) is how you get results. But what works? What doesn't work? You can recreate the wheel or you can use proven tactics provided from a fresh perspective.

William J. "Bill" Heaney
bheaney@aprinda.com

Bill Heaney has over 37 years of multi-faceted tourism, hospitality, international commerce, and leadership experience. During his hospitality career Bill was Senior Vice President of Sales and Marketing at Boykin Hospitality and Savoy Hotels and Resorts, Vice President of Sales at Meristar Hotels & Resorts, Vice President Sales at Red Lion Hotels Corporation, and Vice President of Brand Development with Red Lion. Bill also supervised the sales and marketing efforts of a portfolio over 35 multi-branded and independent hotel, resort and conference centers after joining American General Hospitality in 1993. Bill began his travel and hospitality career as Director of Operations and Product Development for Arthurs Travel Incorporated, a Philadelphia-based division of tour operator International Thompson Ltd., of London , England and eventually became the Sr. Vice President of Global Operations for Arthurs. Subsequently, he was Vice President of Marketing/Housing for charter tour operator GWV, a division of The Interface Group (producer of COMDEX); Bill also was National Director of Sales and Marketing for Wyndham Hotels and Resorts at the start up of Wyndham. In these roles Bill has demonstrated consistent, extraordinary results and natural leadership while developing people, new initiatives, and proactively adapting to the rapid change of technology and markets.

Bill is a communicator, motivator, problem solver, mediator, revenue driver, cost containment maven, negotiator, deal evaluator, consensus builder, creative marketer, and mentors with passion.