Editorial Board   Guest Author

Ms. Casale

Virginia Casale

Director, Global Education, Hospitality Excellence, Inc.

Virginia Casale is an expert in ultimate guest service and an inspiring leader, teacher and guest lecturer of hospitality excellence. Her work and expertise in the hospitality and tourism industries for more than 30 years has placed her at the top of her profession. Most recently she served as President of UICH “Les Clefs d’Or ”, the prestigious international association of the world’s best concierges. Madame Casale rose to this coveted leadership role as only the second woman to do so in 62 years and the first Canadian. Over 25 years, she promoted the management of guest service to levels beyond expectations and successfully orchestrated international congresses featuring global hospitality leaders and the top 3% of the concierge profession in Quebec City, Banff, Niagara Falls, Toronto, London and Queenstown, New Zealand. Les Clefs d’Or Canada, Austria and New Zealand awarded her with honorary membership for her leadership and service. Virginia’s hotel experience comes from many of Montreal’s premier hotels including Chef Concierge at the first boutique hotel in the city, the Loews Hotel Vogue. At the Delta Centre-Ville she overlooked the lobby and executive floor desk and most recently led guest service at the Sofitel Montreal, a five star property. She made her concierge debut at the Hyatt Regency after serving four years at Regie des Installations Olympiques, the 1976 Olympic games. Madame Casale was a guest lecturer at the International Concierge Institute in Montreal and Quebec City and gave courses in Conflict Resolution as well as Ethics. She has been a featured speaker at the HORECAVA Event in Amsterdam on the She –Economy, in Mumbai, India at the second national Les Clefs d’Or Congress and at programs in Japan, Los Angeles, Miami and Qatar in the Middle East. She represented Montreal Tourism at the EIBTM Conference in Frankfurt and Barcelona. Madame Casale is a graduate of McGill University in Languages and Literature, with honours in Italian and is fluent in four languages.

Ms. Casale can be contacted at 877-436-3307 or Virginia@hospitalityexcellence.com

Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.