Editorial Board   Guest Author

Ms. Forrest

Deborah Forrest

President, ForrestPerkins

An internationally-recognized leader in luxury hospitality design, Deborah Forrest, FASID, ISHC, leads the highly creative and technically accomplished team of professional designers, architects, and administrators who comprise ForrestPerkins, a distinct design studio of Perkins Eastman. Ms. Forrest has been an industry leader in hospitality design throughout her career, which spans more than 35 years. From work early in her career on such acclaimed hotels as The Empress Hotel in Victoria, British Columbia for Canadian Pacific Hotels and Resorts, now Fairmont Hotels and Resorts, she began focusing on landmark and luxury hotels. More recently, Hilton selected Ms. Forrest to create the design story and branding guide for its Waldorf Astoria brand. With her design agility, she is equally as comfortable designing contemporary properties as classic and has led the firm in many successful modern hotel, multi-residential, and high-end single family projects. In 1986, Ms. Forrest established Deborah Lloyd Forrest Associates. As she built a portfolio of exceptional projects, she became recognized for her extraordinary color sense and interpretation of timeless luxury for discerning hospitality clients. She built her firms reputation for lasting design and detail supported by thorough documentation and a rigorous attention to clients budgetary goals and schedules. In 1998, Ms. Forrest co-founded ForrestPerkins as a dynamic design practice dedicated to providing exceptional, fully-integrated design services to the owners and operators of luxury hotels and resorts. Ms. Forrest served on the board of directors of the American Society of Interior Designers (ASID) and on the Board of Trustees of the ASID Foundation. In 2000, the ASID elected her a Fellow of the society. In 2004, ASID designated her as Designer of Distinction for the outstanding contribution her work has made to the profession of Interior Design. Also in 2004, *Hospitality Design Magazine* elected Ms. Forrest to its prestigious Platinum Circle to honor her design leadership. On January 1, 2016, ForrestPerkins joined forces with Perkins Eastman, one of the top design and architecture firms in the world with almost 1,000 employees in 15 locations around the globe.

Ms. Forrest can be contacted at 214-953-2210 or dforrest@forrestperkins.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.