Editorial Board   Guest Author

Ms. Phillips

Molly Phillips

Manager of Corporate Social Responsibility, Pan Pacific Hotel Seattle

Molly Phillips began her career in hospitality as Concierge for Four Seasons Hotel Philadelphia. She was a founding member of the “Green Team” for the hotel and achieved many successes in this area for the hotel; starting a hotel-wide recycling and composting program and working with Engineering Dept. on energy saving initiatives. In 2006, the hotel was awarded “Recycler of the Year” by the Greater Philadelphia Commercial Recycling Council. Ms. Phillips moved to Seattle and began working for Kimpton Hotel Group in 2007. After completing a degree in Sustainable Business, she was named Manager of Sustainable Partnerships for all three Seattle Kimpton hotels. She created a pilot program to set companywide standards and metrics for monitoring the hotel’s environmental footprint and represented the company on panels, roundtable discussions and press interviews. The pilot program was then adopted company-wide to provide footprint analysis for guest rooms and meetings. Ms. Phillips joined Pan Pacific Hotel Seattle in 2010 as Manager of Corporate Social Responsibility. She created and is evolving the PanEarth Program to explore and improve upon all aspects of their environmental and social sustainability. Ms. Phillips was born and raised in Pittsburgh, PA and graduated with a B.A. in Communications / Media from Indiana University of Pennsylvania. In 2008, she graduated from Bainbridge Graduate Institute with a degree in Sustainable Business.

Ms. Phillips can be contacted at 206-323-3733 or molly.phillips@panpacific.com

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.