Editorial Board   

Mr. Koethner

Michael Koethner

Wellness & Healing Consultant, Spa Transition

Michael Koethner is a Graduate of the “Heidelberg Hotel Management School” in Germany holding a government accredited Trade Masters in Hotel Kitchenmanagement, a Train the Trainer Certificate from the Berlin Chamber of Commerce. He is also a Graduate from the “Australian College of Natural Therapies (ACNT) in Sydney, Australia, holding 5 diplomas in Integrated Body-Work Therapies. Mr. Koethner started his Career as a Hotel and Chef Trainee at the Hotel Hohenzollern in Osnabrueck – Germany. Shortly after his successful Apprenticeship, he travelled to various Countries around the world and worked for renowned international hotel companies as well as for various private businesses. With more than 30 years experience Mr. Koethner has a comprehensive understanding of a Hotel and Wellness Enterprise Operation with Knowledge and Expertise of most of the Divisions and Departments. Michael currently works as a Senior Consultant with 1421 Consulting Group in Beijing on a comprehensive Marketing & Research Project incorporating a detailed Business Scan about the future Hospitality and Wellness Industry in China. Please visit http://www.1421consulting.com for more information.

Mr. Koethner can be contacted at +86 186 1224 5038 or mkoethner@yahoo.com.au

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.