Editorial Board   Guest Author

Mr. McSherry

Brian McSherry

Chief Operating Officer, M&R Hotel Management

Brian M. McSherry, a 35-year lodging industry veteran, is beginning his fourth year as chief operating officer of M&R Hotel Management, a fast-growing, owner-operator with a 16-hotel portfolio, based in Great Neck, New York. He oversees day-to-day hotel operations, development initiatives and portfolio performance and serves as liaison with third-party owners. Prior to joining M&R, Mr. McSherry was vice president of operations for Stonebridge Companies from 2012 to 2013, regional vice president for Concord Hospitality Enterprises from 2009 to 2012 and senior director of operations for Wyndham Hotel Group from 2006-2008. Earlier in his career, Mr. McSherry served in management positions with Interstate Hotels & Resorts and Meid Enterprises LLC. M&R operates hotels under the brands of InterContinental Hotels Group, Choice Hotels International, Wyndham Hotel Group and Best Western International. Later this year, M&R is scheduled to begin operating hotels in Manhattan under the brands of Marriott International and Hilton Worldwide. In addition, Starwood Hotels & Resorts Worldwide and Hyatt Hotels Corp. have also certified M&R to manage selected brands. Going forward, Mr. McSherry envisions expanding M&Rs portfolio in the New York metropolitan area and beyond through third-party management contracts. The companys more than a decade of success as an owner-operator brings an ownership perspective to its third-party clients. In addition to management, M&R provides consulting services in hotel site and contractor selection, feasibility analysis, permitting, financing, franchising, human resources support, sales and marketing, revenue management, food & beverage management, brand management, account and risk management audits, e-commerce, design, procurement, accounting and engineering. Please visit http://www.mrhotelgroup.com for more information.

Mr. McSherry can be contacted at 516-279-4888 or info@mrhotelgroup.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.