Editorial Board   Guest Author

Mr. Mumford

Chris Mumford

Managing Director, AETHOS Consulting Group

Chris Mumford has over twenty years of hospitality-related executive search and human capital consulting experience globally. Having studied and worked in the UK, Germany and Japan, he opened the US office of a London-based hotel recruitment firm in the late 90's.

In 2002, Mr. Mumford joined a leading global executive search firm and returned to his native UK to establish the EMEA practice. In 2013, he co-founded AETHOS, and today remains particularly active in the Asia, Europe, and Middle East regions advising hospitality organizations on compensation, leadership and organizational issues while also facilitating senior executive appointments. Mr. Mumford is a frequent author and invited speaker on human capital topics affecting the hospitality sector.

The greatest lesson travel has given Mr. Mumford is that there is no one absolute right way to do something - people the world over come up with different solutions to universal problems. A forerunner in business globalisation, the hospitality sector is faced with cross-market, cross-cultural challenges on a daily basis. The satisfaction he takes from his work at AETHOS Consulting Group not only comes from helping clients prepare and execute their human capital strategy across markets, old and new, but also from the personal impact - whether it be recruiting someone from Bangkok into a role in Madrid; designing an executive incentive plan in Saudi Arabia; or conducting a psychometric assessment in Cape Town.

AETHOS Consulting Group is a global hospitality advisory firm serving the hotel, restaurant, casino, cruise line, club and travel technology sectors. Core competencies include executive search, compensation consulting, organizational development and psychometric assessments. Through strategic joint-ventures, AETHOS further assists its clients in gaining access to expert advice and specialist services in the area of logistics and supply chain management as well as insurance solutions.

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

Mr. Mumford can be contacted at +44 7976 972448 or cmumford@aethoscg.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.