Editorial Board   Guest Author

Mr. Elger

Hermann Elger

General Manager, Montage Beverly Hills

A second generation hotelier, Mr. Hermann Elger joined Montage Hotels & Resorts as General Manager of Montage Beverly Hills in October 2010. In this role, he oversees all operations of the hotel, which is located in the heart of the Golden Triangle in Beverly Hills, Calif. He spent the last 18 years of his hospitality career with The Ritz-Carlton Hotel Company, and has held positions at their properties in Aspen, Bali, Cancun, Washington D.C. and Miami. He also played a key role in opening properties in Kuala Lumpur, Shanghai, Dubai, Philadelphia and Bachelor Gulch. Most recently, Mr. Elger held the position of General Manager of The Ritz-Carlton, Cancun in Mexico, a position he held since 2007. Considered The Ritz-Carlton Hotel Company´s most acclaimed resort, it holds the distinction of being the world´s only AAA rated, triple Five Diamond Resort, having earned Five Diamonds for the hotel and both its Fantino and Club Grill Restaurants. During his time in Cancun, Mexico, he was named one of the 40 most influential leaders in Tourism by the magazine Lideres. Mr. Elger is a graduate of the University of Denver School of Hotel Management.

Mr. Elger can be contacted at 310-499-4199 or helger@montagehotels.com

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.