Editorial Board   

Ms. Furbay

Susan Furbay

Vice President of Business Development, HVS

Susan Furbay is Vice President of Business Development for HVS, working with hotel investors, brokers, owners, operators, and other clients seeking HVS expertise in markets around the world. Ms. Furbat formerly served as Vice President of Acquisitions and Business Development at Sage Hospitality and as Director of North America Lending in GE Real Estate's Hospitality division, where she originated and closed hotel loans totaling nearly $500 million. Based in Washington, DC, Ms. Furbay joined HVS as Vice President of Business Development. In this role she is responsible of developing new business for all of the HVS offices and divisions throughout the world. Ms. Furbay brings over 14 years of expertise in hospitality investment through her experience as a broker, lender and manager at her most recent position as VP of Acquisitions and Business Development at Sage Hospitality. Prior to joining Sage, Ms. Furbay spent five years as Director of North America Lending in GE Real Estate's Hospitality division. During her tenure, she was instrumental in growing GE Real Estate's hospitality lending platform which included both CMBS and balance sheet lending. While she was at GE, Ms. Furbay originated and closed 18 hotel loan transactions totaling nearly half billion dollars in volume. Prior to GE, Ms. Furbay worked as a broker at Eastdil and Molinaro Koger where she was responsible for sourcing and marketing new listings for luxury, full-service and mid-market hotels to prospective investors. Ms. Furby is a graduate of Cornell University, School of Hotel Administration.

Please visit http://hvs.com for more information.

Ms. Furbay can be contacted at 516-248-8828 ext. 275 or sfurbay@hvs.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.