Hoteliers can stretch their Valentine's Day promotions and marketing throughout February to cash in on the romantic excitement of the season, writes Larry Mogelonsky, president and founder of LMA Communications. Concepts can be refreshed each week to center on a different romantic theme. "Make it a creative exercise with whatever team is involved and that excitement will reverberate through to the final presentation. Work with your marketing department to develop different packages for each seven day period," Mogelonsky writes.

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