A Fresh Perspective
William J. “Bill” Heaney
bheaney@aprinda.com
An experienced viewpoint made available for those in the Hospitality, Travel, and Tourism, industries.
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 are our specialty. We provide a detailed and fruitful service to help our customers see the abundant revenue “trees” in their “forests”. And most importantly, we are not just theoretical in our approach, but offer practicality as well.
Training
What really matters is the practical side of training – training with the objective to “know” and then enabling the knowledge to “do.” While we provide onsite training, today’s learner is connected and we meet that need. Through our partnership with Aprinda.Com, we offer a very fresh perspective on training with full service on-line university development and hosting services using a proven platform to deliver both prepackaged and customized training that ensures learner retention and understanding of the material.
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.
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 positioning traits as well as other factors 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 in addition to quality brand relationships.
Cultural Bridging
Global perspective acquired through earned experience gives us the ability to distinguish similarities and differences in people and markets. Our unique specialty is to understand what works well in one environment and not in another and introducing best practices that can cross all environments. Communication and dialogue that produces results for all stakeholders requires skills in bridging cultures in today’s global marketplace. These skills, networking, consensus building, and trust establishment in the global marketplace, come only with a seasoned perspective.
Destination Marketing – Packaging
Appealing, compelling and uniquely intriguing virtues of a destination need to be accentuated. First, our specialty is determining what these virtues are, then identifying how to best feature them for appreciation. 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. Effective destination marketing and successful packaging requires a fresh view – a fresh perspective
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 is needed, which includes details of the attributes and drawbacks of a potential development opportunity. We offer the kind of experience needed to ensure that the right information is delivered in an unambiguous way.
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. Deciding 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 more sound footing for success.
Tactics
Accomplishing results comes in the details. 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.
Electronic Distribution & Revenue Management
Our experience is extensive. Beginning with revenue management, our understanding of cutting edge technology is coupled with this total perspective in making the correct pricing, distribution, and revenue managing decisions. Social media, behavioral networks, mobile applications and the associated strategies for dealing and creating effectiveness by a hotel or destination are part of our repertoire.
Bio – William J. “Bill” Heaney
Bill Heaney has over 38 years of multi-faceted tourism, hospitality, international commerce, and leadership experience. Bill has held the positions of 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 and Vice President of Brand Development with Red Lion Hotels. During his hospitality career Bill supervised the sales and marketing efforts of a portfolio of over 35 multi-branded and independent hotel, resort and conference centers with American General Hospitality and also was National Director of Sales and Marketing for Wyndham Hotels and Resorts at the start up of Wyndham. 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. He 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). 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.