Editorial Board   Guest Author

Mr. Robinson

Kevin Robinson

COO & Managing Partner, Aparium Hotel Group

A Co-Founder and Chief Operating Officer of Aparium Hotel Group, Mr. Robinson Robinson spent decades in the corporate world and naturally appreciates and understands the structure of a mature organization. However, as he continued his work in the hospitality industry, he became frustrated with the sameness this created.

Mr. Robinson was determined to build a worldwide structure that would ensure consistent levels of service through individual personality. It was clear that this thought process would easily compliment emerging destinations that are rich in history and culture but lack hotels that capitalize on those elements.

Mr. Robinson has a hard time removing himself from the operations of a hotel and works directly with all staff as he wants to make sure Aparium's culture is not lost in translation. He oversees the operation of the company and those individuals in the corporate office responsible for the property level operations. Mr. Robinson brings entrepreneurial ideation and finesse to the idea of “Translocal Hospitality,” immersing and interweaving the brand's independent hotels and onsite restaurants into each community.

Mr. Robinson established a wealth of experience and knowledge living and working abroad, with distinctive stints at some of the world's finest full-service and luxury hotels. He has opened numerous hotels, led massive renovations, and assisted with multiple brand/ownership transitions. His leadership resulted in world renowned accolades in every luxury hotel that managed, including the Elysian Hotel Chicago for which he positioned at the top of the luxury bracket, in a market already home to well-known high-end hospitality brands. A career, which began through the need for an overnight job while working his way through the University of Denver, Mr. Robinson took advantage of the right opportunities at the right moments.

An adventure seeker that is always looking to try something new and wants to improve everything, Mr. Robinson finds his zen in the great outdoors, enjoying the simple things of life. He is actively involved on several board positions and a non-profit organization which he co-founded.

Please visit http://www.aparium.com for more information.

Mr. Robinson can be contacted at 312-275-1078 or kevin@aparium.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.