Editorial Board   Guest Author

Ms. Lucas

Sarah Lucas

CEO & Founder, Action for Dolphins

In 2012 Sarah Lucas made a life-altering trip to Japan to volunteer as a monitor of the dolphin hunts in Taiji. This prompted her to create Action for Dolphins (AFD) with the mission of protecting dolphins from the cruelty of dolphin hunting and captivity. Action for Dolphins uses strategic litigation and legislative reform in an effort to protect cetaceans (dolphins and small whales), which do not receive any international legal protection and are killed in their thousands in inhumane hunts. In 2015 AFD took global legal action which resulted in 63 Japanese aquariums being prohibited from purchasing dolphins captured in the world’s largest dolphin hunts in Taiji, Japan and this was a major contribution to the growing preservation of dolphins. In 2016, AFD launched a national campaign to abolish dolphin captivity in Australia. The campaign is spearheaded by former NSW Premier the Hon Bob Carr, and aims to introduce new legislation banning dolphin captivity in Australia. The longer-term aim of the campaign is to establish a world-first sea sanctuary in Australia where captive dolphins can be retired and injured dolphins can be rehabilitated. Prior to founding AFD Ms. Lucas worked in the communications department of the International Finance Corporation in Paris and completed a professional fellowship at the United Nations in New York. She graduated with a Master’s in International Relations from the University of Cambridge in 2010. In her spare time Sarah is a freelance writer, and has contributed articles to publications such as The Australian. Ms. Lucas is passionate about animal welfare and is involved in several organizations, including Lola ya Bonobo, the world's only bonobo sanctuary in the Democratic Republic of Congo. Please visit http//:www.afd.org.au for more information.

Ms. Lucas can be contacted at +44 7475 873 050 or sarah@afd.org.au

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.