Editorial Board   Guest Author

Mr. Vertolli

Frank Vertolli

Co-Founder, Net Conversion

Frank Vertolli is the calm during the storm He seeing things clearly and providing rational thought leadership to clients no matter the weather. He leads marketing and project management for Net Conversion with more than 15 years of results-oriented digital marketing experience in the hospitality industry including corporate, small business, agency and start-up environments. Mr. Vertolli is infatuated with trackable marketing opportunities and concentrates on comprehensive interactive strategy and execution, online media and advertising, web content development, ecommerce (B2C & B2B), customer relationship management (CRM) and the overall management of a variety of clients, partner and vendor relationships. Prior to founding Net Conversion, Mr. Vertolli spent 11 successful years at Universal Orlando Resort on the Internet marketing team, growing and leading the channel from its inception to its current position as Universal's largest sales channel, representing over 25 percent of total business annually. He graduated from the University of Central Florida. In his spare time Mr. Vertolli enjoys quality time with his family, surfing, fishing, snowboarding and playing with new technology. The team at Net Conversion is focused on driving revenue for clients in the travel industry through paid digital marketing along with comprehensive analytics. They won a 2012 Hospitality Sales and Marketing Association International (HSMAI) Gold Digital Marketing Adrian Award for an online video campaign created for the Nassau Paradise Island Promotional Board in partnership with Verb Interactive. The campaign increased website visitation by 30 percent from top-origin markets and delivered 50 percent more leads to partner resorts. Please visit http://www.net-conversion.com for more information.

Mr. Vertolli can be contacted at 407-241-2046 or frank@net-conversion.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.