Editorial Board   Guest Author

Ms. Jarvis

Judi Jarvis

Vice President of Legal Affairs , Vantage Hospitality Group, Inc.

Judi Jarvis is the Vice President of Legal Affairs for Vantage Hospitality Group, Inc., and its affiliated companies, brands, and divisions, including Americas Best Value Inn, Lexington Hotels by Vantage, Vantage Hotel Management, Brown Nester Hospitality Services, Vantage Insurance Services, and Cruise Inn RV Parks. As Vantage's chief legal officer, Judi Jarvis oversees all of the legal aspects of the company's business, including new member development; acquisitions; corporate finance; real estate development; investments; marketing; promotions; guest relations; international licensing; intellectual property protection; new concept roll-outs; privacy; post-termination procedures; and litigation management. Prior to joining the Vantage family in 2008, Ms. Jarvis was the chief legal officer of a South Florida maritime company and served as special counsel to public and private companies in such diverse industries as travel, leisure, and entertainment; gambling; financial services; healthcare and pharmaceuticals; information technology and communications; publishing; real estate; and mining. Ms. Jarvis has a B.A. from New York University and a J.D. cum laude from the University of Miami, where she was the editor-in-chief of the Inter-American Law Review and a member of the Order of the Coif. After graduation, Ms. Jarvis clerked for the Chief Judge of the U.S. Claims Court, in Washington, D.C., before returning to South Florida, where she was an associate in the corporate and securities departments of two large firms. After co-founding a technology start-up and serving as its general counsel, Ms. Jarvis opened her own law practice to assist entrepreneurs with complex legal issues. Ms. Jarvis is consistently recognized by clients for learning and respecting their business objectives and for creating effective legal solutions that support those objectives.

Ms. Jarvis can be contacted at 877-311-2378 ext 147 or jjavrivs@vantagehospitality.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.