Editorial Board   Guest Author

Mr. Edwards

Ken Edwards

Owner and CEO, HMBookstore and Tristar Hotel Group

Ken Edwards is the Owner and CEO of HMBookstore.com and Tristar Hotel Group, where he leads strategic vision and directly oversees core business functions to ensure positive corporate performance. With over 25 years in the hotel industry developing, acquiring and providing management to properties throughout the U.S., Mr. Edwards has turned his decades of experience into innovative business initiatives leading to products and services for the hospitality industry. He speaks nationally on topics of expertise, including revenue management, cash management, multi-property management, sales and marketing, and food and beverage. While owning and operating properties, and providing training to hotel employees, Mr. Edwards recognized an unfulfilled need for effective employee training solutions in all areas of hospitality and hotel operations, for enhancing employee retention, managing costs, increasing revenue, and better customer service. As a result, he founded HMBookstore, an online Learning Management System (LMS) platform used worldwide that provides over 150 online educational training courses for hotel owners and operators, individuals pursuing a career in the hospitality industry, as well hospitality industry professionals looking to enhance their skills. Mr. Edwards received his Bachelor of Science Degree in Hotel Management from the University of Nevada, Las Vegas; a nationally recognized hospitality university. His is also a graduate from the Culinary Institute of America, continuing education in the Food and Beverage field. Throughout his career, Mr. Edwards has owned 18 hotels and has been honored with Hotel of the Year by Radisson McDowell. He is a past Board of Director for IHG Hotel Owners, and has served on IHG Brand Committees as Direct Sales Committee-Chairman, Holiday Inn Committee and IHG Frequent Travel Committee-Priority Club.

Please visit http://www.hmbookstore.com/ for more information.

Mr. Edwards can be contacted at 602-453-9901 or keunlv@aol.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.