Editorial Board   Guest Author

Mr. Murch

Brian Murch

Principal, DLR Group

Brian Murch is a design leader, architect, and Principal at DLR Group, a global design firm with offices across the country and internationally. Working creatively throughout most of his career, Mr. Murch has focused his design experience in the hospitality, residential, and mixed-use markets, collaborating with a variety of clients throughout the United States.

Engaging user groups to create unique and innovative design solutions, Mr. Murch focuses on design that responds to the different forces that shape every project and the infusion of the context around them. Mr. Murch's passion is in the development and design for the newest boutique and lifestyle hotels, the most recent of which includes work in the historic LoDo area of Denver, Colorado.

His experience also includes collaborations with larger flagship brands such as Marriott and Hilton, and he has worked on such notable projects as The Laylow, Marriott Autograph Collection in Honolulu, Hawaii, and the Hilton Hotel at the Iowa Events Center in Des Moines, Iowa. Drawing on his almost 20 years of experience in design, planning, and project management, Mr. Murch is adept at listening to and engaging with clients to creatively find unique solutions to craft memorable places with inspired storytelling.

As a hospitality designer, Mr. Murch looks for new ideas and ways to evolve the creative process. “My passion is for all aspects of design and the landscape of architecture in which we live and play. Inspiration comes to me in all forms as I participate in research, and innovate new and relevant ideas that fundamentally shape the places our firm creates.”

Please visit http://www.dlrgroup.com for more information.

Mr. Murch can be contacted at 913-685-5654 or brianmurch@dlrgroup.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.