Editorial Board   Guest Author

Mr. Solaro del Borgo

Gerardo Solaro del Borgo

Chief Executive Officer, Toscana Resort Castelfalfi

Gerardo Solaro del Borgo is Chief Executive Officer of Toscana Resort Castelfalfi. In this role, he is responsible for the management, business development and strategic direction of the 2,700 acre area owned by TUI AG, which includes the real estate, agricultural segments, two luxury hotels and a 27-hole golf course within a Medieval Borg.

As CEO, Mr. Solaro is in charge of the administrative performance of the Estate. He is also the spokesperson of TUI to the local Tuscan and Italian institutions and ambassador of Castelfalfi for TUI, world leader in tourism.

Before joining Toscana Resort Castelfalfi, Mr. Solaro worked in the finance sector, where he followed the Deutsche Bank and Societè Generale for the Euro-bond market from London. In 1995, he moved to Milan to serve as General Manager of Deutsche Bank real estate. He was also a pioneer of the made in Italy real estate funds, which saw the light in the early 2000s.

After this role, Mr. Solaro worked in a leadership position with Cordea Savills Investment Management where he was called by the banks to restore the leading hotel chain in Italy with 24 hotels Boscolo Group, which he guided as Chief Operating Officer from 2015 to 2017.

After Boscolo Group had been successfully restored and sold in 2017, Mr. Solaro joined StarHotel as Business Developer.

Gerardo Solaro del Borgo is a dedicated humanitarian serving as President of The Order of Malta's Italian Relief Corps, which includes more than 4,000 volunteers involved in a variety of philanthropic projects.

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

Mr. Solaro del Borgo can be contacted at +39 057-189-0163 or pr@castelfalfi.it

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.