Editorial Board   Guest Author

Ms. Baylor

Julie Baylor

CHA, LEED Green Associate, Julie Baylor Hospitality Consulting

For more than two decades, Julie Baylor has worked in various roles within the hospitality industry, encompassing nearly all areas of hotel operations: Guest Services, Sales and Marketing, Banquets and Catering, Revenue Management, Accounting, Safety and Security, Capital Planning and Execution, Rooms Management, Training and Human Resources. A California native, Ms. Baylor has always held a special place in her heart for the California coast, recognizing its strength and beauty, as well as its vulnerability. This love of nature combined with her industry expertise has cultivated a desire to help preserve natural habitats that sustain travel and tourism by lessening the environmental impacts of the hotel industry. Her expertise, and passion, is for the hotel industry, and therefore she has made it her career and personal mission to help hotels do their part to save the world from climate change. In 2010, Ms. Baylor co-created and spearheaded the “Gateway to a Greener LA” initiative for the Gateway to L.A. business district. The initiative was the collaborative effort of partners Radisson Los Angeles Airport Hotel, West Los Angeles College, and the Gateway to LA business district, to provide guidance and mentorship to businesses within the district with the goal of achieving measurable green outcomes. The year-long project resulted in the certification of 4 hotels, or a total of 2,735 guestrooms, representing over 38% of the room inventory within the district. Ms. Baylor holds a Hospitality Operations degree from Monterey Peninsula College, a Hospitality Management diploma from the AHLA Educational Institute, and Certified Hotel Administrator (CHA) designation. She is also a credentialed LEED Green Associate.

Ms. Baylor can be contacted at 323-540-4449 or julie@juliebaylor.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.