Editorial Board   Guest Author

Mr. Kish

Carl Kish

Co-Founder, STOKE Certified

After four years of research and development with Co-Founder Dr. Jess Ponting, Carl Kish created STOKE Certified — the world's first sustainable tourism certification program for surf and ski tourism operators. Equipped with the sector-specific knowledge and tools to empower businesses who want to embrace sustainability, he is committed to progressing the riding culture with a future-proof perspective.

Mr. Kish has developed sustainability management systems for Tavarua Island Resort, Fiji; Casa Tucan Hotel, Costa Rica; Turtle Bay Resort, Hawaii; and Mt Ashland Ski Area, Oregon. Currently he is the Project Manager for the development of Olas Verdes Resort in Nosara, Costa Rica — a LEED Certified project.

Having completed the Global Reporting Initiative Certified Sustainability Reporting Course (G4), as well as the Green Globe Certified Auditor Course, Mr. Kish is well-versed in the benchmarking, certification, and sustainability reporting processes.

As the former Content Strategist for a web and graphic design firm, Made by Grizzly, Mr. Kish also possesses the creative skills to design beautiful print and online sustainability reports that are engaging and easily digestible for the public. 

Mr. Kish graduated with honors from San Diego State University with a Bachelors of Science in Sustainable Recreation and Tourism Management.

Mr. Kish can be contacted at 925-260-6369 or carl@stokecertified.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.