Editorial Board   Guest Author

Mr. Rogg

Kyle Rogg

President & COO, Value Place

Kyle Rogg is Value Place's President and Chief Operating Officer and is responsible for the operating performance of each of Value Place's divisions including Value Place Franchise Services (VPFS), Value Place Property Management (VPPM) and the 44 Value Place company‐owned properties. Value Place's 185 franchised and company-owned properties make it the largest economy extended‐stay brand in America. VPPM is one of many high‐quality property management companies which serve Value Place's fifty franchise groups. Jack DeBoer, Value Place's founder and Chairman, added Mr. Rogg and CEO Dan Weber to Value Place's executive leadership team in 2011, to drive Value Place's next phase of franchise and company property growth. Prior to Value Place, Mr. Rogg spent 15 years at CLC Lodging (formerly Corporate Lodging Consultants), the nation's largest negotiator and payment processor of workforce lodging rates, most recently as Senior Vice President of Business Development. Mr. Rogg led the development of the company's SMB business line, expanding CLC's customer base from 200 to 50,000 companies, charitable organizations and governmental entities and was a member of the private‐equity backed leadership team, which sold CLC to Fleetcor Technologies in 2009. Mr. Rogg is a graduate of Friends University and holds a Master of Business Administration from the University of Kansas. Founded in 2002, Value Place is the largest economy extended-stay lodging brand in the U.S. Featuring remarkably affordable weekly rates, rigorous cleanliness standards and secure temporary lodging, the brand delivers an unparalleled commitment to the comfort, privacy, and peace of mind of each guest. Value Place currently has 185 locations open in 32 states, providing extended-stay accommodations that are clean, safe, simple, and affordable.

Mr. Rogg can be contacted at 316-631-1370 or franchise@valueplace.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.