Editorial Board   Guest Author

Mr. Walker

Robb Walker

Chief Operating Officer, Pacific Hospitality Group

As Chief Operating Officer at Pacific Hospitality Group (PHG), Robb Walker oversees the operational aspects of the company’s 12 hospitality assets, which include the Meritage Collection, a portfolio of lifestyle and luxury properties, and branded properties under the AC Hotels by Marriott®, DoubleTree by Hilton® and Wyndham flags. With more than 30 years of hotel and resort experience leading first-class operations throughout the U.S. and Canada, Mr. Walker served as senior vice president of operations at Pacific Hospitality Group for a year, but before joining the company, he held a senior vice president of operations position at SilverBirch Hotels and Resorts where he provided strategic leadership to a portfolio of branded and independent properties while also spearheading several high-impact development and repositioning projects. His experience also includes five years with Dolce International as regional vice president overseeing the resort and hotel operations in the U.S. Southwest and five years with Benchmark Hospitality as resident and general manager in resort destinations in Oahu, Hawaii and Lake Tahoe, California. As a Canadian-born hotelier, a graduate of Western University in London, Ontario where he received a Bachelor of Arts Degree in Economics and presently holds the designation as a Certified Board Director from the Institute of Corporate Directors. Established in 1987, Pacific Hospitality Group is a growing hospitality company with 12 hotels, resorts, and club assets across the United States. Please visit http://www.pacifichospitality.com for more information.

Mr. Walker can be contacted at 949-861-4700 or info@pacifichospitality.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.