Editorial Board   Guest Author

Ms. Skaife

Jennifer Skaife

Design Director, DiLeonardo

As Design Director at DiLeonardo, Jennifer Skaife believes the process of reaching successful design solutions will be enriched by the participation of all DiLeonardo team members and encourages young talented designers to offer up ideas and concepts from the get go. Ms. Skaife studied Fine Art & Sculpture at Banbury School of Art, Oxfordshire, England and received a Bachelor of Arts (Honours) Degree in Three Dimensional Design/Interior Design from The City of Birmingham Polytechnic (now Birmingham Institute of Art & Design) in England. Ms. Skaife has also served as a guest critic at California State University Long Beach. One of the legacies of Ms. Skaife’s childhood in the Scottish Highlands is a deep love of wilderness and open spaces. She holds a Wilderness Advanced First Aid certification and when not working she likes to be outdoors with her dogs. She enjoys camping, backpacking, and ocean kayaking. Ms. Skaife also tries to spend at least one week a year on a silent meditation retreat. Ms. Skaife believes that the early involvement of all project design disciplines – in other words get as much information about the project up front from as many sources as possible - leads to greater innovation which ultimately leads to reaching exceptional design solutions. A strong design and aesthetic sensibility, supported by ‘off the cuff’ sketching skills, has enriched her process in successfully leading her design teams through challenging project demands from Concept through to Construction. There is rarely a day that valuable words and examples set by past mentors do not come to mind.

Ms. Skaife can be contacted at 401-732-2900 or jskaife@dileonardo.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.