Editorial Board   Guest Author

Mr. Saunders

Tedd Saunders

Chief Sustainability Officer, The Saunders Hotel Group

Tedd Saunders is Chief Sustainability Officer of The Saunders Hotel Group, President of EcoLogical Solutions, and Co-Owner of The Lenox Hotel and hotels along the Eastern Seaboard of The United States. Saunders Hotel Group is a fourth generation family business based in Boston. Often credited with pioneering luxury, urban ecotourism worldwide in 1989, he and his team continue to create game-changing sustainable business models for the world's largest service industry - travel and tourism. In 1992 Mr. Saunders formed EcoLogical Solutions, which has advised The White House, HRH The Prince of Wales' Business Leaders Forum, Harvard University, Taj Hotels, Choice Hotels and other hotel companies around the globe. With his industry leadership, Saunders Hotel Group has earned numerous prestigious honors including a U.S. Presidential Gold Medal, Energy Star Partner Of The Year Award and British Airways' Tourism for Tomorrow Prize. Feature stories in The New York Times, CNN, USA Today and NBC Nightly News praise their trendsetting approach and innovative accomplishments. Mr. Saunders is the author of "The Bottom Line of Green is Black", published by Harper Collins. He sits on the Leadership Council of the Harvard School of Public Health and the board of its Center for Health & The Global Environment - as well as the boards of CERES, UCS (Union of Concerned Scientists), Woods Hole Research Center, E2 (Environmental Entrepreneurs) and ELM's Corporate Council.

Mr. Saunders can be contacted at 617-.421-.4910 or tsaunders@ecological-solutions.net

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.