A clear and actionable strategy for long-term success. Though its easy to say, it is hard to actually implement.

Most GMs and directors of marketing are compelled – whether by the owners or through their own virtue – to produce on a quarter-by-quarter basis, but if this is the only purpose, then inevitably, you’ll reach a crisis of sorts.

Planning long-term is imperative for every budgetary meeting, and balancing both the long and the short will require all your mettle. You have to think in terms of developing a specific brand identity and projecting this image to maintain a solid base of loyal customers.

(Article by Larry Mogelonsky, published on hoteliermagazine.com on March 9, 2012)