Editorial Board   Guest Author

Mr. Allender

Robert Allender

Founder, Energy Resources Management

Robert Allender is adviser to the hotel industry on energy management excellence, a role he been filling since 1992. These over 20 years of advising boards, senior management, and aspiring hotel owners on the part that energy management excellence can play in their fortunes has resulted in Mr. Allender becoming one of Asia’s most well regarded energy management experts and sustainability thought-leaders. His company, Energy Resources Management has developed proprietary tools which allow clients to extract maximum value from every dollar they spend on energy, and to move beyond thinking of energy as a cost to be minimized and instead treating it as a resource to be managed. As a former hotelier (six years with Westin back in the days when it was Western International Hotels) and the first Australian to graduate from the Hotel School at Cornell) Mr. Allender has been able to tailor services that deliver exactly what a specific hotel needs by incorporating each hotel’s unique technological, financial, operational, contractual, and managerial profile. Leading his company’s drive into an expanding suite of services including sophisticated hotel-industry-specific energy management maturity assessments, energy management road-map creation, and tools to turn energy management excellence into a brand asset, Mr. Allender’s work has resulted in clients producing tens of millions of dollars of fresh profit and brand value. Mr. Allender contributed a number of entries to the International Encyclopedia of Hospitality Management, edited by A Pizam and published by Elsevier, and later to the similarly arranged International Dictionary of Hospitality Management. He has also taught the Macquarie Graduate School of Management masters degree course on Hospitality Property and Facilities Management. Please visit http://www.hotel-energy.com for more information.

Mr. Allender can be contacted at +852-2528-2285 or allender@hotel-energy.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.