Editorial Board   Guest Author

Ms. Morrison

Ginny Morrison

Vice President, Sales and Marketing, Spire Hospitality

Ginny Morrison oversees all sales and marketing efforts for both owned and managed properties of Spire Hospitality, in her role as vice president of sales & marketing. Ms. Morrison joined Lane Hospitality in 1988 as general manager and was promoted to regional general manager, then regional director of sales and marketing. From ski resorts in Colorado to corporate hotels in Chicago and other large markets, Ms. Morrison has utilized her 25-year hospitality career, operational skills and marketing know-how to ensure profitable and service-oriented hotels. Since being promoted to her current position in 2010, Spire Hospitality sales have doubled. With a B.A. in nutrition from Bowling Green State University, Ms. Morrison began her career as chef-manager of a French bistro. After completing a management-training program with Vicorp Specialty Restaurants, she served as food & beverage director with Concord Hotels of Cleveland and then as general manager for the company's Holiday Inn in Beachwood. Ms. Morrison currently serves on the board of directors for Illinois Hotel & Lodging Association and is the past chairman of the board for Educational Foundation Board of Directors, a non-profit group that implements special educational and scholarship programs for hospitality students. She is a guest speaker of hospitality marketing at The Manfred Steinfeld School of Hospitality and Tourism Management as well as a guest speaker of revenue management at Kendall College. She has served as president of Rotary Club of Chicago and is still actively involved in fundraising. Ms. Morrison is actively involved in the Illinois Hospitality Sales & Marketing Association International (HSAMI) and conducts bi-annual roundtables for the national chapter of HSAMI. Please visit http://www.spirehotels.com for more information.

Ms. Morrison can be contacted at 847-291-5718 or gmorrison@spirehotels.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.