Editorial Board   

Ms. Ross

Lisa Ross

President & Co-Founder, rbb Communications

Lisa Ross is the President and Co-Founder of RBB Communications. Miss Ross was among three Vice-Chairs newly appointed to the PROI Global Management Board as representatives of the 70 plus agency members of the Americas, APAC and EMEA Regions. Ms. Ross has a career that spans 25 years supporting the development of breakout brands. She leads rbb’s Travel & Leisure and Digital Marketing Practices and is responsible for expanding the firm’s national and international client roster. Through the years, Ms. Ross has provided strategic marketing counsel to numerous hospitality, consumer and health-related companies including the American Council on Exercise, AMResorts, Cleveland Clinic, Hilton, Virgin Voyages and Zumba Fitness, among others. Earlier this year, she was named among the Top 25 Minds in Hospitality Sales & Marketing and has been recognized in Who’s Who in Communications; Enterprising Women’s Top 100 Female Executives and the Business Journal’s Most Influential Business Women. She is a member of the Women’s President Organization, and serves on The Strategic Forum’s board, HSMAI’s Marketing Advisory and Adrian Awards Committees. A former New Yorker, Ms. Ross is a graduate of New York University and currently resides in Aventura, Florida. Please visit http://rbbcommunications.com for more information.

Ms. Ross can be contacted at 305-448-7457 or lisa.ross@rbbcommunications.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.