Editorial Board   

Mr. Lund

David Lund

Hospitality & Leadership Expert, The Hotel Financial Coach

David Lund is The Hotel Financial Coach, an international hospitality financial leadership expert. He has held positions as a Regional Financial Controller, Corporate Director and Hotel Manager with an international brand for over 30 years in Canada and the US.   Mr. Lund has personally reviewed thousands of budgets, forecasts, month end reports and commentaries. He has managed hotels with combined incomes of hundreds of millions and assets of more than a billion dollars. Throughout his career, David has combined his hotel business knowledge and communication skills to create strong financial teams and break with traditional accounting stereotypes. He believes that all hospitality leaders have the financial skills and talents and he works to see these talents come alive.   Mr. Lund authored an award-winning workshop on Hospitality Financial Leadership and has delivered this workshop and other workshops he has developed to hundreds of hotel managers. He coaches hospitality executives one on one and he delivers his Financial Leadership Workshops to hospitality teams throughout the world. Mr. Lund's workshops and coaching directly help hotels increase profits and build financially engaged management teams. Mr. Lund speaks at hospitality company meetings, hotel associations, and industry events on the subject of Financial Leadership. He has had several articles published in hotel trade magazines and he is the author of three books on Financial Leadership. Mr. Lund is a Certified Hotel Accounting Executive through The Hospitality Financial and Technology Professionals Association, HFTP and a Certified Professional Coach who received his coaches training and certification through the Coaches Training Institute, CTI.    Mr. Lund is based in Corona Del Mar, California where he lives with his wife Johanne who is also a hospitality financial consultant. Mr. Lund is a graduate of the Hospitality Management program at the New Brunswick College.

Please visit http://hotelfinancialcoach.com/freecall/ for more information.

Mr. Lund can be contacted at 949-791-2739 or david@hotelfinancialcoach.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.