Editorial Board   Guest Author

Mr. Scypinski

Rob Scypinski

Senior Vice President Industry Relations and Events, Hilton Worldwide

Rob Scypinski is Senior Vice President of Industry Relations and Events, the Americas, for Hilton Worldwide. Mr. Scypinski is a key figure in spearheading and strategizing how Hiltonís portfolio of hotels engage with customers and plays a crucial role in deepening sales relationships with key stakeholders in the industry. He constantly keeps his finger on the pulse of the industry for innovative ways to evolve Hiltonís meeting and events offerings and take the friction out of business and group travel. Mr. Scypinski is a 40-year veteran of the hospitality industry and began his career at Hilton Atlanta in 1984. Prior to his current role, Mr. Scypinski was Senior Vice President of Hotel Sales in The Americas. He also served as Regional Vice President of Sales and Marketing Western Region, West, overseeing the Sales Operations for 40 hotels from Alaska to Mexico, and was Director of Marketing & Sales at Hilton San Francisco for nearly 15 years. Mr. Scypinski is a long standing member of several hospitality industry organizations. Mr. Scypinski was a founding member of the Northern California Professional Convention Management Association (PCMA) chapter. He is currently on the MPI and Meetings Mean Business Coalition boards and has was previously on both the PCMA Foundation and Meeting Professionals International Foundation boards. He has served as faculty for many sessions on contracts and legal language, revenue management, sales, customer engagement, and partnerships. Mr. Scypinskiís multiple industry recognitions include the honor of being named a 2016 Changemaker by MeetingsNet and his induction into Hiltonís prestigious Circle of Excellence Award in 2000. He holds a Bachelor of Science degree in Hotel and Restaurant Management from Pennsylvania State University. Please visit http://www.hilton.com for more information.

Mr. Scypinski can be contacted at 703-883-5381 or rob.scypinski@hilton.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.