Editorial Board   Guest Author

Mr. Manderfeld

John Manderfeld

President, Marin Management Inc.

John Manderfeld is a 35-year veteran of the lodging industry and a Certified Hotel Administrator (CHA) as recognized by the Educational Institute of the American Hotel & Motel Association. His career includes 11 years in food-and-beverage operations and sales with Westin Hotels and Resorts and the position of vice president for two major hotel development and management companies. As vice president food and beverage for Metro Hotels, Mr. Manderfeld was responsible for more than 40 restaurants, cafes, nightclubs and lounges. As regional vice president of operations for Mariner Corporation, Mr. Manderfeld was responsible for 12 hotels with 2,200 employees, 3,270 rooms and a total asset value of $210,000,000. Mr. Manderfeld served for three years on the Advisory Committee for Orange Coast College's Hotel and Restaurant School, advising the college on curriculum, intern programs and other academic issues. He has been a public speaker and seminar presenter for the lodging industry's most prominent trade associations, including the Texas Association of Hospitality Accountants, Western Lodging Show, the California Lodging Industry Association (CLIA), the California Department of Education and California Lodging Expo and Conference. He has been a member of the Board of Directors for the California Lodging Industry Association from 1996 through 2000 and from 2003 to the present. Mr. Manderfeld was a member of CLIA's Executive Committee from 1997 through 1999, serving first as vice president, then as the association's president in 1998. He has chaired CLIA's Executive Committee, Internet and Technology Committee, Membership Committee, Long-Range Planning Committee, Nominating Committee the Bylaws/Standard Operating Policies Committee, Education Committee, Government Affairs Committee and various ad hoc committees. Mr. Manderfeld also served as a member of the California Hotel & Motel Association's Allied Member Committee and Education and Training Committee. In 2002, he was selected as co-recipient of the California Lodging Industry Association's Chairman's Award in recognition for his contribution to the lodging industry and the association. He now serves on several committees, including the government affairs committee. In December 2004, the California Department of Education Home Economics and Technology (HECT) group awarded John Manderfeld its annual Business & Industry Friend Award for his three years of work as a speaker at HECT events and assistance developing high school curriculum. As a trainer and technical author, he has developed numerous training programs and procedural manuals on the subjects of hotel supervision, financial controls, sales, marketing, risk management, product specifications, maintenance and guest service. John Manderfeld founded Marin Management, Inc. in July 1990. Marin Management, Inc., a California corporation, was created to provide a variety of management, consulting, development and support services for the lodging and restaurant industries. Immediately after forming the company, Marin Management, Inc. was selected to manage the new four-star Mayfair Suites hotel in downtown St. Louis, Missouri. This all-suite, 184-room luxury hotel was affiliated with Preferred Hotels and Resorts Worldwide. Today, Marin Management, Inc. manages and markets for more than 20 hotels and advises a diverse portfolio of luxury restaurant and hotel owners and motel owner-operators on issues such as development, capital improvements, acquisition, marketing, training and technology management.Marin Management, Inc. is a member of the California Lodging Industry Association (CLIA) and the National Business Travel Association (NBTA) and the California Society of Association Executives (CSAE). Marin Management, Inc. is based in Marin County, California, four miles north of San Francisco.

Mr. Manderfeld can be contacted at 415-331-1061 or jmanderfeld@hotelpros.biz

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.