Editorial Board   

Ms. Dickinson

Kristi Dickinson

Director of Spa & Wellness, Rancho Valencia Resort & Spa

Kristi Dickinson brings more than two decades of luxury hospitality experience, including her current role as the Director of Spa & Wellness at the Five-Star, Five Diamond Rancho Valencia Resort and Spa (North County San Diego, CA).

Rancho Valencia was hand selected by Forbes Travel Guide as one of the finest Five-Star hotels and spas in the world (2018) and was awarded the prestigious AAA Five Diamond award (2018), both for five consecutive years. The resort has also been ranked as the #1 resort in the country by U.S. News & World Report (2015) and was listed on Conde Nast Traveler's 2016 Reader's Choice Awards List.

Prior to joining Rancho Valencia, Ms. Dickinson held key executive positions at The Mayflower Inn & Spa (Washington, CT), Spa Montage at the Montage Deer Valley Resort (Park City, UT), and the Golden Door Spa at The Peaks Resort (Telluride, CO).

Ms. Dickinson has a very diverse background in the hospitality industry ranging from event production and VIP services to housekeeping and food and beverage. She currently serves as an executive board member for the Advanced Spa Therapy Education Certification Council (ASTECC) and a mentor for the Global Wellness Institute's mentorship program.

Ms. Dickinson is a WELL Accredited Professional, through the International WELL Building Institute and a Fitwel Ambassador through the Center for Active Design. She is passionate about exemplifying and inspiring the wellness lifestyle in others and developing the future leaders of the hospitality and experience industry.

Ms. Dickinson has expertise in revenue management and profit generation, KPIs, benchmarking, financial analysis, menu engineering, concepting and innovation. She holds a Masters degree in Hospitality Management from the University of Nevada, Las Vegas and a B.A. in Marketing and Management from the University of Iowa.

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

Ms. Dickinson can be contacted at +1 858-759-6486 or kdickinson@ranchovalencia.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.