Are You an Ostrich or a Llama?

About the Book

Are You an Ostrich or a Llama? Written by one of the world’s most published authors in the field of hospitality, this book represents a radical departure from traditional industry texts. Targeted at hotel management, this book serves as a platform for discussion on current issues relating to the performance of hotels and resorts. Through a combination of real life examples and an examination of current challenges facing the hotel industry, the book comprises one hundred and twenty individual segments each dedicated to a single thought or concept. These standalone articles are then combined into ten chapters, each dedicated to a specific topic. The book has been written so that hoteliers of any level, from apprentice to seasoned general manager, will be able to gain value from the contents. While the bulk of articles deal with marketing aspects, many of the items relate to core operational issues. A common emphasis throughout is the paramount importance of quality guest service. For those outside the hotel industry but who have careers involving customer service, the practical hints provided in this text serve as excellent training pointers. So, why the title? Ostriches are classically known as avoiding conflict by putting their head in the sand. While probably not true, the stigma remains, and those who are considered an ostrich, are living in the past. Llamas, on the other hand, are considered utilitarian, hardworking and reliable. This is what you want to strive for. By reading this book, and digesting the contents, the hope is to move from ostrich to llama.

About the Author

Larry Mogelonsky is the founder and chief executive officer of LMA Communications Inc., a Toronto-based advertising and consulting agency that focuses on the hospitality industry. He earned an Honors Bachelor of Civil Engineering degree from Concordia University in Montreal, Quebec and a MBA from McMaster University in Hamilton, Ontario. He holds a Professional Engineering accreditation in the province of Ontario. He commenced his marketing career with Procter & Gamble, working as a brand manager. Next, he spent several years at a mid-sized advertising agency where he created a hospitality specialty team with Four Season Hotels & Resorts as a key client. It was the era of giant agency mergers, and Larry took the decision to hang his own shingle, founding LMA in January of 1991. As one of its first assignments, he was charged with the role of strategic planning for Preferred Hotels and Resorts Worldwide. In addition to Preferred, LMA increased its hospitality presence with numerous hotel clients. Today, LMA works with hoteliers across the world. His knowledge of hotel marketing has been demonstrated through the accumulation of more than 60 awards from HSMAI. LMA was also awarded ‘Worldwide eMarketing Agency of the Year’ by TravelClick. Larry is one of the most frequently published writers in the field of hospitality marketing, with weekly contributions to many of the world’s top industry publications. He is an associate of both G7 Hospitality and Cayuga Hospitality Advisors. Larry lives in Toronto with his wife, Maureen and a 100-pound Bouvier des Flandres named Caesar.