Editorial Board   Guest Author

Ms. Lapierre

Michelle Lapierre

Senior Director of Customer Experience and Social Media, Marriott Rewards

Michelle Lapierre is on the leadership team of Marriott Rewards, voted best hospitality loyalty program with 18 brands in 72 countries and over 48 million members worldwide. She sets the strategic direction for the Marriott Rewards social media channels to drive new member enrollment, engagement, trust, preference and loyalty. Her team is also responsible for representing the voice of the customer inside the company, ensuring focus on enduring relationships and meaningful recognition. Ms. Lapierre is an independent thought leader in the area of human-to-human relationships between consumers, the brands they love and the needs they wish to fulfill. She combines her first-hand experience in hotel operations, account sales and social media marketing with strong research and innovation skills to contribute to Marriott's impressive growth. Ms. Lapierre received her B.A. degree from Michigan State University with a dual major in psychology and sociology; and her Masters in Management at the University of Redlands.

Ms. Lapierre can be contacted at 301-380-3000 or michelle.lapierre@marriott.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.