993: How Luxury Hotels Win: Cesar Wurm on Reinvention, Experience, and the Power of Connection

Glenn: The following is brought to you by our friends over at Actabl. Actabl gives you the power to profit. Please check them out at actabl.com and enjoy today’s show. Hey everybody, thanks so much for tuning in to another No Vacancy. I’m Glenn Haussman, Anthony Melchiori joining us today. I’m so excited. Anthony, we got an old friend on don’t we.

 

Anthony: Yes we do. We have an old friend who’s a young friend who is you know, one of the things I want to talk about, which we’ll talk about on air, is how transparent these senior executives are becoming. And it’s really refreshing.

 

Glenn: It is, although it’s a little it’s a little weird being able to see through people like I am without those X-ray glasses out there. All right. Today’s guest is really awesome. He continues to reinvent himself first as an executive with a major brand, then as an author. Talk about transparency. And then also now as we’re talking about Caesar Worm, SVP member, Strategy development with a l LH. It’s a company that focuses on helping hotels sell their rooms at the luxury level. Cesar, how are you, man? Doing great.

 

Anthony: How about you?

 

Glenn: Great. Great being back.

 

Cesar: And you know, it’s an honor to to be connecting with you. Thanks for the kind intro.

 

Glenn: All right. So, Cesar before we get into the the a, you know, your stuff, the alhe. Sorry, Angela, in my brain. And it’s so hard to reorient those letters.

 

Cesar: Or if you can say how high. If it’s Cesar. Because I know with the h. So. Great.

 

Glenn: All right, so Cesar, before we get into the the LH stuff. The ally stuff I really wanted to see. What is it like going through, like, reinvention in your career, in your job? Because it’s kind of, you know, you have to make a big decision to leave something as as big as a major hotel company for, for an organization. I’m a big believer in reinventing yourself, curious as to what that process was like for you?

 

Cesar: Yeah. Yeah. It’s funny, as you introduced, I wasn’t sure. Like, I didn’t see myself as reinventing myself. But. Yeah, I’ll take it. Yeah. It was. Listen, it was interesting, right? I think that I at IHG really had an amazing experience. I think that both of, you know.

 

Cesar: You know, a lot of people. And it’s really, really good people a really great culture and you know, enjoyed a lot. And and it was interesting just towards the end of last year when I got, you know, mentioned about this opportunity, I just thought it would be a little bit interesting where I could use part a lot of what I know, a lot of what I experienced in my hospitality career. But then also to your point, just applying a little bit differently. So that’s really what caught you know, my eye and I knew a little bit of the company through exposure as some IHG hotels that are members. So yeah. So that was really kind of Why not moment really that I love it.

 

Anthony: So much goes into that. And because you’re at such a senior level with, I think, one of the best brands out there, you know, anytime I’ve worked with them building, developing and managing hotels, they were the one of the easiest but very high standard companies. Right? There’s some companies out there that are very high standards but are not easy to deal with. And we know who it is and we won’t say. And but IHG, I always found they’re human and they’re really they really, really treat you well. So at that level to make this transition because, you know, your next level could be pretty, you know, pretty high in that company like that. So I have two questions for you because, you know, one of the things you were talking about in the green room was transparency. People at your level, senior people you know, are becoming more transparent. I just listened to a great podcast with Sloan Dean and Chris Green, which was very transparent about Remington and their relationship. And I was so refreshed that because when I was growing up, there was no transparency. Right. And I still think there’s a little bit you go you go to these conferences and you hear people and they all kind of stay in their lane. So it’s great. So, so two questions. One, why would you do it when you’re at that senior level? And two, did your book have anything to do with it?

 

Cesar: Yeah. Wow. Yeah. Listen, I think a couple of things, and I just had a, a breakfast meeting with someone that we spoke somewhat about that it was really interesting because I never I’m very grateful for my professional journey. Right. I I never thought I would have had these experiences and, you know, held some of the positions that I had. So really I with that in mind, I, you know, I don’t have any more. Listen, I was doing a good job, and I want to have a fulfilling career. But before, in my younger age, I was really chasing titles. Right? And I want to be this at this age. And listen now, I’m a very comfort level, thankfully. Right? I, I, I achieved a lot and very grateful. So now it’s less about kind of the titles and more a little bit about how can I continue to fit as much as I can, my professional and that fulfillment part and really evolve from that way. So that’s kind of part of the thought process there. And yeah.

 

Anthony: Are you telling me you’re a millennial?

 

Cesar: Yeah. Millennial. Are are what, years? I’m 79. I just made the cut. I just made the cut or. I don’t know.

 

Anthony: Maybe you’re Gen Z.

 

Cesar: Millennial there.

 

Speaker4: Yeah, yeah, yeah.

 

Glenn: I believe us Gen Xers go 67 to 77, so.

 

Anthony: Oh, 65. 65.

 

Speaker4: Okay.

 

Anthony: They just missed baby boomer.

 

Speaker4: Yeah.

 

Anthony: Yeah.

 

Cesar: I just made it to millennial.

 

Anthony: That you’re sounding like the 23 year old today. That you want more balance and you know and chasing titles. We’ve all done it right. You know people say to me, where’d you get so much confidence? And I always say I had a lot of wins, a lot of losses, but a lot of wins. And then you can say titles don’t matter, shows don’t matter. This doesn’t matter. Nothing matters when you have a little money in the bank and you’ve had success, right? But so many people that get to that level keep chasing and then they realize, you know, they’re older and they’re dead. So it’s great that that there’s that. And, you know, and being transparent with your book, did I have anything to do with it, to be honest, you know.

 

Cesar: Yeah. Listen, I think a couple of things, right? I think being transparent in my book, really I think it they’d help me take some of barriers down and some of those you know, fears of making choices, right? That before I was there. Because your point about, you know, the transparency thing. Right? I grew up my my dad, basically, the entire thing was like, hey, man, you know, you show up to work, you shut up. You don’t share anything. You just work hard and do more than was expected. Right?

 

Glenn: That’s what’s very much a baby boomer. Yeah. Attitude.

 

Cesar: Yes. Which helped a lot. But then also said, hey, you know, perhaps there’s a better way. And. Yeah. So I think that that has helped as well. You know, in that part of evolving and, and adjusting.

 

Anthony: So what’s the one thing you would say today that you would give your 23 year old self? What advice would you give? Because I know you’ve been through a hell of a journey.

 

Cesar: Yes, I yeah, I would say really just kind of be you. Meaning, you know, not like learn, right? Be your best, do your best. But also, you know, don’t be afraid of making a little bit more of the choices or not trying to fit in as much. Right. Because I think part of my journey you know, as a child all the way up, I was always trying to, you know, please and project an image that even when you’re struggling internally, that everything is great and and listen, you don’t gotta do your dirty laundry right at work. That’s not what I mean. But I think just being more in tune with everything and kind of not be so segmented between who you are as a person and who you are at work. Right? There’s a better.

 

Anthony: Especially men at a certain age, like our age, like talking about our feelings. No, you stay on the white horse no matter what it takes. No matter if you have a concussion, no matter if you’re depressed, whatever you are, you stay on that white horse. And because everybody’s looking at you and zoned in on you. And so people, men, it’s even younger men at a certain age, especially our age, like there’s no conversation we got, you know, we got it for our kids. We got it for our wife. We got it for everybody. We’re in control. So again, I it’s refreshing to hear you know that. Yeah. You don’t want to sit there and cry at your desk in your office, but you also need an outlet.

 

Cesar: Yes. Agreed. Agreed. And like how how it is for the two of you. Because both of you are, you know, very public personas, right. In the industry, I always like at trade shows or you, you know, you had a TV, TV show. And so how is that expectations of, like, who you are as a public figure and you know who you are as a person.

 

Glenn: So for me, I know thank you for asking that, because I’ve been thinking about this. I’ve said it a thousand times. The more you touch it, touch base with your authentic self and can project that to the world all the time, the better off you’re going to be. I my my personality persona is a little bit elevated, but essentially me, right? I mean, I may not talk at all when I’m at home, but it’s still fundamentally me. So I think for that’s where I found the most success. Because if you could, if you could tap into who you are and project positivity, then I think that everything else kind of wraps around that.

 

Anthony: Yeah. And for me, I would say, and I think Glenn would agree with this, I am the most public private person you’ll ever meet. I protect my privacy like, you know, like a CIA agent. I just I’m very, I, I, I basically only go to conferences. If I’m speaking, I just went to the one last week in Denver for a client, but.

 

Glenn: It’ll probably be.

 

Anthony: On the floor of a conference is not what I enjoy. However, with that said, I am very I’m a loner, believe it or not. And I like the privacy. But I also am a Gemini, so I have two personalities right now. I love hitting the stage. I love keynote speaking. Probably more than anything. Probably more than my shows. Probably more than anything. I love podcasting. But I think you have to know boundaries. You know, when I walk the conference floor, I don’t like walking conference floor. But what I love about walking the conference floor and I was thinking about this this morning. There are so many people that come over to me, young people that have been in this business because they saw my TV show, because I said something they remember, because they read my book And as you know, and when your book and how many people came to you and say, wow, thank you for that book. So I in one hand, I’m very private. On the other hand, I kind of love being out there in the. But you have to set boundaries, right? I’m very good at that. And people that know me know that I can set boundaries pretty strongly. But so it’s a balance.

 

Speaker4: Yeah. So now that, you know, now that we’ve explored.

 

Anthony: Questions.

 

Speaker4: I know now that you’ve.

 

Glenn: Shared all of our most intimate details with you.

 

Speaker4: Well.

 

Glenn: I want to hear something really, really personal from from you. What does an SVP member strategy and development do for the associated hotel owner?

 

Cesar: Yes. You know, in essence, it’s pretty simple, right? So number one is really supporting our members. So basically how it is, right? Luxury hotels, they, you know, they partner with us and say to your point, it’s like, okay, we need more group business. Yep. Luxury groups. And now we have, like a leisure component as well. And some other pieces. But yeah, in essence.

 

Glenn: Let me just tell people everything. Typically if you have like a luxury hotel, you might have like 250 rooms and it’s impossible to have a team with that few rooms and that little scale to really be able to do sales around the world, particularly for finding the groups. Et cetera. Et cetera. That’s why a tool such as ally is great for a lot of hoteliers out there. Cesar. Sorry. Please pick it up from me.

 

Cesar: No, thanks. Yeah. Great clarification. Thanks for that. Yeah. So? So my job is to ensure that I engage with owners, asset managers, the leader of the hotels, and just really say, okay, how we’re doing for you, right? We’re doing great. Awesome. Let’s double down what’s working. And hey, in the cases that are not right, going great, what we need to do in change from a strategy perspective engagement. So it’s really, you know, making sure that we have good strategy and execution and really, as you know very well and regardless of the industry, right, it comes down to a lot of synergy. Whenever teams work well, there’s trust and good collaboration. Usually things work pretty good. Yeah. And then also is the piece we have a lot of very large institutional owners and partnership with small brands, some large brands. And so there’s some of that organic growth that comes from those strategic partnerships that also support whenever appropriate.

 

Glenn: Anthony, you got your mute on.

 

Anthony: What I’m hearing is that the group business is still relatively strong. Are you what’s the first question a group is looking for when they’re coming into one of these beautiful hotels today? I was going to lead the question, but I won’t. So what’s the number one question they’re asking outside of price?

 

Cesar: Yes. Well, it’s really the really, I would say to the experience. Right. The delivery of the hospitality that’s so important. And also, of course, the, the fit right from. Hey, do you have the appropriate offerings from meeting space from an activation perspective that our group is looking to experience. Right. So especially on that luxury segment thankfully, a couple of things, right, right now is performing really well. So to your point, the demand is still there and and growing is likely why some other segments are, you know, kind of stagnant to some perspective. But then also, you know, the value proposition, the price is not always that important. As long as the value is there, the fits there.

 

Anthony: And food and beverage is becoming the new, you know, the new hot topic, right? There’s always a hot topic. Now food and beverage. I want to elevate it. I want not only I want the food, I want the food to speak to me and do AI and perform AI for me. So are you seeing that? Is that a big question about who’s the chef? What’s the background? What kind of food? We want something different. We want to present it different. You know, I was watching something on TikTok when like 1:00 in the morning, TikTok videos and the Nomad Hotel literally hired an 11 Madison a ceramic guy that literally made thousands and thousands of ceramic plates for their restaurants and their hotel. And I was like, how much did that cost? And how long did it take for one guy? Thousands of ceramic plates. So are you starting to see that kind of attention to detail and food beverage?

 

Cesar: Yes, yes, you’re exactly right. Especially some of the meetings and experiences I’ve had within our members our hotels. Yes. You’re exactly right. It’s it’s very focused on that. More of a unique approach, not the traditional boring and banquet that we all been used in our, you know, decades of working or.

 

Anthony: Taking asparagus and mashed potatoes.

 

Cesar: Exactly. And that.

 

Glenn: Yeah. What time? I was at a particular conference, and they served asparagus with every single meal over three days. And the asparagus went from looking crisp and beautiful to increasingly sad and wilted with every single meal. It was the most.

 

Anthony: I’m sorry I interrupted your train of thought. I didn’t mean to do that, I apologize.

 

Speaker5: That is fun. Yes, exactly. That doesn’t.

 

Cesar: Fly anymore. Right? And so you can see, like the presentations. It’s not that chafing dish anymore. So it’s really more of bringing a very similar experience and, and approach as you’re seeing in restaurants where you have the personal experience that crafted delivery of the service of the food. And that resonates right with with everybody because you, you really I think since Covid, one thing that really helped us as an industry is that I think the customers became more you know, demanding. Not in a bad way, but it’s like, listen, I don’t mind paying. Right. Because nothing is cheap nowadays. Right? Inflation. And. But you gotta give me for what it’s worth it. Right. And I think that’s great because force us to evolve and and be more creative and, and you know, better.

 

Anthony: I think that’s true with everything. Right. Even when we have podcast guests on, you know, we don’t want you to just feel like you’ve been, you know, on seven podcasts. We want this to feel different, right? People want an experience. You know, one of the things we hear after People are Done podcast is that that was fun, right? Like, how many times have we heard that plan? That was fun.

 

Glenn: Approaching almost a thousand shows.

 

Speaker4: Wow.

 

Anthony: So even if you go to dinner. Right. You know. So I don’t really always care about the food’s got to be, you know, obviously pretty good, but it’s about the experience. It’s about even the hotel, like, especially if you’re doing a banquet. Right? My niece is getting married in about a year and a half. And she went to this place out in Long Island. And when we were talking, she I was like, everything she said was about feeling comfortable and being happy. So the person that was selling her made her feel comfortable, right? And so she goes, you know, I want to. It was the first time she looked at and she loved it because they made it feel comfortable. So what’s bucket and what’s the person comes the the first person that meets them is the most critical person.

 

Cesar: Yes, 100%. And yeah. And as I gotta I gotta say, that’s why I’m back in this podcast, because it’s fun. It’s great. And where else could you talk about soggy asparagus? Right.

 

Speaker4: I know right.

 

Glenn: Are we? Listen, we’re thinking maybe a whole spin off series might be.

 

Anthony: And I can listen to you say the word soggy for the rest of my life.

 

Speaker4: How how does it.

 

Glenn: Work, then? You being you being out there understanding really what the membership wants and then being able to effect change in the organization to make it work for, you know, great partners that you have out there.

 

Cesar: Yes, yes. You know, this is the good thing that I see a little bit that’s different on my engagement with the hotels that are members versus being with a brand or a management company. Is that the the partnership is really done by choice. Right. They’re not forced to partner with us. So usually it’s a little bit more of an open collaborative engagement that I think helps to have a little bit more open and more collaborative productive meetings. So it’s not so much just like, hey, what am I getting for this fee? That fee, right, that you’re paying. So I think that that helps a lot. And, and has helped you know, have even a little bit more fun from that perspective. And then always is is the one thing that holds true in this job as well. Is that okay really comes down to what success looks like, right? And similar to being with a brand, you know, believe it or not, okay, money performance is always there. But there’s there are different type of owners. So different type of expectations right. Some is like hey, I just need as much production short term as possible because I gotta pay my bills to those that are, you know, big term, long, long term investments that says, listen, I just need, you know, another layer of credibility. Another, you know, another source of, you know, consistent revenue that’s going to help with my overall performance and why long term.

 

Anthony: Yeah. You know hotels legendarily frugal. I won’t use the word cheap, but I’ll use frugal. But I mean, very, very cheap.

 

Speaker4: Okay.

 

Anthony: But I’ll be professional and frugal and appreciate your level coming from a brand with, you know, everybody in the industry, that must give a lot of credibility. And because, like you said, there are two owners. What do you get? What are you going to do for me tomorrow? And oh Caesar’s got it. He’s he’s the guy. He told me this is going to happen. I’m going to sleep. And because if there’s somebody that’s coming in, I don’t know, somebody that doesn’t have the pedigree you have, it’s going to be harder for me to sign that contract when it’s you. I’m probably going to sign it a lot easier. Do you find, because you’ve been in this business so long, you have so many relationships that I wouldn’t say easier, because nothing’s easy when it comes to money. But would you say that there is already a trust before you walk in the door?

 

Cesar: Yes, yes, I think that I think that’s accurate and that helps. And and I think also to your point, similar to how you two are, whenever you engage, you give a talk or you speak to people. Also, it’s kind of okay, I’ve been fortunate to have this credibility coming in or the reputation, but then it’s also how do I keep that? Because a lot of times you gotta deliver news that they don’t want to have, right? It’s like, hey, listen. Yes, ideally we can perform at this level that you want, but as of today I see us here. Right. And and have that open dialogue. So to your point, if nothing else, there’s that trust that we’re we hear you, we know what we’re doing and everybody’s aligned on, you know, what the target is and how we’re going to get there.

 

Anthony: So is the conversation sometimes. Times. Yeah, we would love this group and we would love this. But your hotel is not at the same level as the other hotels in your comp set, and I think it’s time for a refresh. Those must be difficult conversations.

 

Cesar: Yes, yes, yes, that is not easy. And it’s funny because sometimes people know and acknowledge. Right. But then it’s easier. But there are some that when people don’t see that or they are in denial, those are tough. Because it’s one thing if if you believe your hotel at this level, but the market is telling you like, hey, you’re here, right? And you know, that.

 

Anthony: Was developing a hotel. And for an owner, they’ve never been in the business before. Loved them. It was that should have been the reality show me and these two gentlemen and they said because their rooms were a little bit bigger and they had brick wall because it was in Brooklyn in a, you know, gentrified location that they’re going to get from the the concept is 250 or whatever it was, and they were going to get 600 because their rooms were, were X amount of feet bigger and they had brick walls. And I was like, and I remember I almost I did everything but beat my head against the brick wall. And one day I dropped an f bomb and he said, I’ve never seen you like that. I was like, because you’re basically taking your business and you’re throwing it in the garbage, and because it’s not going to happen. And unfortunately, you know, my contract ran out maybe two months after it opened. And I was like, you know, let’s see what happens. And it just never materialized because they were if I can’t convince you and I’ve been doing this a long time, no one’s going to convince you. And it didn’t work.

 

Glenn: So maybe their ad and brick Wall Aficionado magazine wasn’t large enough. Maybe that was the problem.

 

Anthony: You know what if somebody said that to them, they probably would have bought it.

 

Speaker4: That’s a great.

 

Glenn: Point because you got properties in your system like Crib Royale, for example, that I think put in $120 million.

 

Glenn: Rebuilding and expanding their convention facilities. I think two years ago, a year and a half ago, the project may have wrapped up even though the new convention center is continuing expansion. So you get stuff like that. So everybody’s got to stay on top of their game, particularly if they want that group business.

 

Cesar: Exactly, exactly. And and even more so to your point, right. Especially in the luxury space, of course, you have basic expectations from a product perspective. And as we’re talking of course, service is more and more important. But then it, you know, it never stops, right? To your point about like, okay, how can we, you know, improve our product but improve and and be more. More thoughtful on what we’re going to deliver, you know. So, for example, Caribe Royale did a great sports bar with, you know, really. Did they do boxing matches? You know, they do a lot of things that keeps that that engagement level and that.

 

Speaker4: People.

 

Glenn: Know that that is a great point of differentiation when you have your property and group thing. This is great because it’s good for one of the evening events, right? So you’ve got good fun food and drink. And then they have these little suites where you could do golf simulation, but you could also do things like zombie dodgeball and stuff like that. So that’s really fun. Sorry, Cesar. Go on.

 

Cesar: Yeah. No, you’re exactly right. So it’s always okay. How can we, you know, ensure that we’re improving and providing better experience and better product in a financially feasible way?

 

Anthony: You know, and one of the things I’m, you know, I’m studying a little bit on that level of of of five stars and high level servers. I think people are tired of the bottle of wine, the no cod and the truffles. Yeah. It’s great. It tells me I’m in a nice hotel, but that’s kind of like you know, that’s kind of like their conveyor belt. You know, it’s like, okay, we need 20 truffles today. We need 20 cards. And God forbid, you sign it like, you know. Oh, you don’t you don’t like, handwrite it and you type it. I won’t even look at it. And, and and the same, you know, bottom line, which is great. Always appreciated. Love it. I’m not I’m not the guy. So if I go to your hotel, do not spend any money or time on my amenity. I don’t need any amenity. However, you.

 

Glenn: Need that amenity. And even if I don’t drink the wine, at least I’ll have something to give to somebody at some point.

 

Anthony: But like, yeah, I have a lot of bottles of wine I bring home. But my point being is, if I’m paying that kind of money, like I’m going to Italy and I’m staying in a nice hotel. I want that amenity, but I don’t want that amenity that’s on the conveyor belt. Are you seeing that too? That level of detail?

 

Cesar: Yes, yes. Yeah, he’s spot on. Especially the amenity. He’s become a kind of a hot, you know, a hot topic. I don’t know if it’s the right word, but to your point, it’s it’s very important because not only sets kind of overall the overall, you know, initial impression, you know, right after your check in experience. But you’re exactly right, because sometimes you’ve been there. You, you get a very nice, very generous amenity, but it’s like, you know, no one really put any thought per se. It’s just bam, right there.

 

Glenn: I’ve been getting I’ve recently seen the boring regular amenity situation up their game because now they have this clever box where you open the box and it has four little shelves of nuts in it, but stuff that really sticks with me are the really creative things. I stayed in one of the major resorts on the Las Vegas Strip, and al, I represents many of those particular properties. And they gave me a they gave me chocolate. They had a couple of little chocolate truffles at the bottom, but then the rest of the chocolate was the building in chocolate. Now that was super cool and super memorable. So, you know, do something fun and different is what I’m saying.

 

Speaker6: Yeah, yeah.

 

Cesar: Yeah, absolutely. And I think especially the ones that really speaks resonate with a lot of our guests is whenever they tie the amenity with your personal preference and they acknowledge it. Right. So, for example, it’s like, hey, you know, made this because I know how much you love dark chocolate or some things or just. So that note right is more important than the actual delivery, but it says, okay, I see you, right? I know who you are versus, hey, here is you know, a bottle of wine and some fruits.

 

Speaker4: Yeah.

 

Glenn: Yeah.

 

Speaker4: For sure.

 

Glenn: So what’s the what what do you think people are thinking of going forward when it comes to bringing together hotels and potential great customers?

 

Speaker6: Yes.

 

Cesar: Listen, I think that the good thing is that the the demand is there, the desire is there. I think especially if you’re looking at you know, the next 18 months or so, we kind of expect to be similar to what it is today, right? No major changes up or down. From a group perspective, demand is healthy. You know, luxury is very good. But I think even generally speaking, the group markets it’s good because even though offices have been back a little bit, even like the three day kind of return to work is still there. Is that need right to bring your teams together and that’s not going away. So that’s something that keeps the demand going, will keep the group side very well. And then I think transient perspective, you know I think we flattened there with business travel recovered, you know, to whatever 80% or so. And I think we’ll be there. And then I think leisure that’s where they are. The challenge in my opinion, and I could be wrong, is on us as hoteliers to continue to give the reason for people to do the trips right, because we have very good ears coming out of Covid where people say, hey, I was stuck, I’ll burn money, I don’t care how much. But now, okay, like I did all that, I still want to do it, but I don’t want to do which average things right. So I want to make sure that it’s something that’s truly memorable or an experience that’s worth the investment because, you know, prices are not low per.

 

Speaker4: Personally.

 

Anthony: I think with with leisure, you know, I don’t care how much money you have. I have a lot of friends with money and they want personalization. They want that email or that card in the mail, or to say we’ll give you X if you stay x. And I’m like, I’m shocked by some of my friends that you know, you know I know, I know they don’t need a discount, but they just like the fact that someone saying, hey, you know, we’ll give you this welcome back. Right. And so I think we have to go back to where they say back to our sales. We have to go back to, you know, really selling and, you know, and speaking to you, you know, it really reminds me of that old school sound. And, you know, there’s been so long where we answered phones and we forgot how to make phone calls. You know, we can all get on the phone right now and call into Manhattan and individual hotels and ask for group sales, and I will bet you a dollar that two out of three of us go to voicemail.

 

Speaker6: Yeah I.

 

Cesar: Listen. Yes. And that’s a great point. That ties back to your question that you said what customers are looking for. You’re exactly right. So when our, you know, our members get a lead, right? Whenever people source their RFP a lot of what the meeting planners want is actually call me, you know, because we’ve been sold to your point, trained with. Hey, let me reply electronically and this or that, but to your point, very few people gets the phone and call and man, if you are able to do that and connect and just like your you said your niece. Right. That’s getting married. Yeah. Same thing. Right. The meeting planners like, hey, listen, I got your your stuff. Thank you. What else? Right. What’s really important? What is the emotion that you want your people to live with, or just some simple questions that may take ten minutes will put you right up here, right on the chances of closing the business and make them feel like, okay, this person gets it and they care.

 

Anthony: And I think more and more people want that. You text me and then I’ll say, call me and you get my attention. You send me an email. Good luck.

 

Speaker4: Yeah.

 

Glenn: Any final thoughts?

 

Cesar: Well, I yeah, I just listen, I, I think our industry it’s it’s a lot of fun, right. And I, I love it because it’s there’s always opportunity to do better. There’s always opportunity to reinvent ourselves, the business. And I also think it’s we need to continue to put a lot of effort in, attract new talent, you know, and really show what hospitality is about and show that there is a good path to ensure that we don’t lose the hospitality piece. Right? That the the feeling that we are able to give to our guests, our customers. And that’s something that I, I hope we continue to do and focus on doing this future years.

 

Anthony: You know, we should do a book, right? And every chapter should be an individual that didn’t go to college or went to college for engineering and decided to go in the hotel business, had this great career. And at the end of the chapter it says how much money they made over their career and then sell that book. Every single person coming out of high school will go into the hotel business, because if you commit to this industry and you work your ass off and you really do from an authentic because in this industry, more than any other industry, if you’re not authentic, you’re done, right. If you do that and at the end, right, there’s this little secret, maybe you need a code to find out. Okay. And this is how much money they made. You know, people will actually start joining us for that because the front of the hospitality industry isn’t so charming.

 

Speaker6: Yes.

 

Anthony: The journey isn’t so charming in the beginning, but then all of a sudden it’s like, this is cool. This is cool. Wow. I’m making money. Wow. So I think we need a book like that.

 

Glenn: I’m afraid if you put it in the book, no one will read the book. If you’re under if you’re under 30 years old because they don’t read before Tik Tok video, and then it will transform the industry. Yeah. No, just. Yeah, just get the, like, the retired guys to do some sort of TikTok dance and talk about their millions. I think we’re. Yeah, that’s all right. I think that’s where we We better end it. Caesar, thank you so much for being here, man. We really appreciate it.

 

Speaker7: Thank you. Always a pleasure. Keep up the great work.

 

Glenn: Thank you guys. I really had a great time with you, Anthony, today and with Caesar, I don’t know. And remember, guys, you’ve got one life. So blaze on and.

 

Anthony: Be kind yourself.

 

Glenn: See you later. Bye.