Editorial Board   

Ms. Mackman

Mia A. Mackman

President & Owner, Mackman ES

Mia A. Mackman has more than 20 years of beauty, spa, and wellness industry experience. Principal and founder of the industry consultancy Mackman ES, she specializes in spa and wellness consulting, strategic planning, valuation, and forecasting. She works in partnership with HVS, providing the internal and external spa-and-wellness services for HVSs global and domestic client network. Ms. Mackman has predicted some of the leading shifts in the transition of the spa and wellness market since 2004. Known for her agility, leadership, and intuitive insight, she works with Fortune 500 companies, private clients, industry groups, and global networks. She is recognized for her unique ability to predict and identify future value propositions and how to navigate, adapt, and excel in a fast-changing market. Ms. Mackman contributes as an industry expert to international magazines, national news organizations, business reports, and private club publications. She also participates in world academic studies, wellness tourism research, and consumer innovation projects. Based in Sedona, Arizona, Ms. Mackman is the founder and president of the Arizona Spa & Wellness Association. She is an Official Visiting Judge for North and South America for the World Spa & Wellness Awards. These awards are one of the leading honors in the industry. They acknowledge excellence of care, service, and standards, aiming to inspire spas around the world, and serving to raise global industry standards. She is a member of the Global Spa and Wellness Careership Initiative, a Global Wellness Institute initiative that promotes industry growth and career development, serving as a Global Wellness Day U.S.A. Ambassador and helping spread a global message that has touched over 250 million people in over 90 countries at more than 3,000 different locations. Please visit https://mackmanES.com for more information.

Ms. Mackman can be contacted at 928-284-8503 or mia@mackmanES.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.