Editorial Board   

Mr. Schirmer

Cary Tyler Schirmer

Chief Executive Officer, The Higgins Group

Cary Schirmer brings more than 20 years of professional construction, development and hospitality management experience to his position as Chief Executive Officer of The Higgins Group (THG). He is responsible for the long-term strategic planning of the firm and oversees operations for both the Higgins Purchasing Group and Boxport. Mr. Schirmer forges successful partners with clients' operations and management teams through carefully orchestrated contract negotiations, legal issues, accounting systems and technologies. As a champion for customer satisfaction, Mr. Schirmer is committed to educating THG clients on evolving supply chain issues and helping them improve daily operations with more efficient methods for budgeting, purchasing, and reporting. He also works closely with his team to promote growth and enhance the mission of THG within the industry. Before his promotion to CEO, Mr. Schirmer spent nine years as president of both organizations. Prior to joining THG, Mr. Schirmer oversaw construction management and various capital asset programs for Fairmont Hotel Management, based in San Francisco. He also managed the renovations of properties located in New Orleans, Dallas, San Jose and San Francisco. Before Fairmont Hotel Management, Mr. Schirmer was with Swinerton and Walberg Company, a general building contractor where he progressed from Project Scheduler to Project Engineer and then to Project Manager. He has also supervised design and construction in various roles at C&N Builders and Gino & Huffman Construction. Mr. Schirmer is a graduate of the University of California at Santa Barbara. He resides in Lafayette, California with his wife Stacy and three children.

Mr. Schirmer can be contacted at 415-772-1600 or cschirmer@higginspurchasing.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.