Editorial Board   Guest Author

Ms. Churchill

Elizabeth Churchill

Chief Revenue Officer, Aqua-Aston Hospitality

Elizabeth Churchill is Chief Revenue Officer of Aqua-Aston Hospitality, a premier hotel management group with an extensive portfolio of hotels and resorts in Hawaii and on the U.S. mainland. Ms. Churchill oversees the marketing, sales, revenue management and reservations functions. She is a veteran marketer and sales leader with expertise in hotel rebranding and repositioning and extensive knowledge of the hospitality and tourism industries. Ms. Churchill's marketing strengths include: setting strategic plans, executing on strategy to grow a business and drive profitability, turnaround strategies, building effective teams, driving ROI, branding and identity, analysis, technology vetting, e-Commerce and digital strategies, sales and sales leadership, revenue optimization and distribution, niche marketing and public relations. Ms. Churchill’s progressive marketing and revenue management techniques led to growth for Aqua Hospitality over the last ten years. Her tenure as part of the Aqua family began in 2005, during which she orchestrated a rebranding of the company which helped to triple the number of rooms it oversees. Ms. Churchill’s accomplishments include transforming the former W Honolulu Hotel into the Lotus Honolulu, rescuing the iconic Ilikai Hotel & Suites on Oahu, transitioning Wailea’s Diamond Resort into the trendy Hotel Wailea Maui, and reopening the historic Volcano House in Hawaii Volcanoes National Park on the Big Island. Ms. Churchill is focused on developing and executing a holistic approach to Aqua-Aston Hospitality customers across all of its brands, and driving customer acquisition, retention and profitability. Please visit www.aquahospitalityllc.com for more information.

Ms. Churchill can be contacted at 808-943-9291 or echurchill@aquahospitality.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.