Editorial Board   Guest Author

Mr. Tall

Michael Tall

President & Chief Operating Officer, Charlestowne Hotels

Michael Tall joined Charlestowne Hotels in 2004 to provide guidance in marketing, e-commerce and revenue management initiatives. Since becoming co-owner of the company in 2008, he has made it a priority to recruit and hire the industry’s top talent and to expand the company’s client base. Under his leadership, Charlestowne Hotels’ portfolio has doubled in size twice, with many hotels under the brand’s umbrella receiving prestigious industry accolades including Travel + Leisure‘s Number 2 Hotel on the “Top 100 Hotels In the World” list and Number 1 and Number 15 on the Top 15 Hotels “Best City Hotels In the Continental United States” list, Condé Nast Traveler’s “Gold List” and “Top 100 Hotels in the World,” TripAdvisor’s Number 1 and Number 2 Luxury Hotel in the United States list, Smith Travel Research’s “Best Performing Hotel in the US,” as well as other national media and travel industry honors. Previously, Mr. Tall worked for Rock Resorts (a subsidiary of Vail Resorts) as a corporate analyst as well as the director of revenue for the former Ritz Carlton Rancho Mirage. He has also worked with companies such as The Savoy Group, Kiawah Island Resorts, and Xerox. Mr. Tall has a Bachelor of Science degree in Marketing from the University of North Carolina at Wilmington and received his Master’s Degree in Hotel Management from Cornell University School of Hotel Administration. Mr. Tall sits on the Board of Governors and serves as Travel Council Chair for the Charleston Visitor’s Bureau. He has been a guest lecturer at several universities and a speaker and panelist at many hotel industry events including The Hunter Investment Conference, various BLLA conferences, The Lodging Conference, The STR Data Conference, and more. Please visit http://www.charlestownehotels.com for more information.

Mr. Tall can be contacted at 843-972-1400 or info@charlestownehotels.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.