Don’t cut marketing, says hotel veteran

Speaking at the Halliwells Hotels Conference held at the Lowry Hotel yesterday, Sir David Michels, a leisure industry veteran and former group chief executive ot Hilton International, said hotels must not cut back on marketing and sales, but increase them. “I’ve lived and prospered through five recessions. This could be longer and tougher, but the same rules apply – the companies that expand sales and marketing and run it through all areas of the business are the ones that emerge in better shape,” he said.