Editorial Board   Guest Author

Mr. Puczko

Laszlo Puczko

Director of Industry Intelligence, Resources for Leisure Assets

Laszlo Puczko is the Director of Industry Intelligence at RLA Resource for Leisure Assets. Mr. Puzcko has worked as a travel and tourism expert in the health, wellness, medical services and spa arena for over 20 years. Mr. Puczko founded The Tourism Observatory for Health, Wellness and Spa (2012), which serves as global intelligence for the health travel industry.

Mr. Puczko has participated in more than a hundred projects in various fields: research, planning, product development, experience mapping and design, impact assessment and marketing. Mr. Puczko was the lead for the first ever Health Tourism Study for the UN World Tourism Organisation & European Travel Commission (out in Q3 2015). He was a lead consultant on the "Medical Tourism and Wellness Tourism: Where do Spas Fit?" study for the Global Spa Summit.

Over the past years, Mr. Puczko has honed his expertise in product development, experience mapping and design, impact assessment and marketing. He graduated as an economist specialized in tourism in Budapest (Hungary) and following his interests in culture, arts and experiences, he also graduated from Art & Design Management of the Hungarian University of Applied Arts. Supporting his academic rigor in business and teaching

Mr. Puczko completed his PhD in 2000. Mr. Puczko has become a Certified Management Consultant (CMC) in 2003. Between 2006 and 2014 he was the president of the Association of Tourism Consultants (Hungary) and was manager at KPMG Travel, Leisure and Tourism (Europe and Middle-East EA) between 2001 and 2004. Mr. Puczko is an internationally known and acknowledged expert.

Mr. Puczko is a frequent presenter at international professional and academic conferences addressing such topics as performance benchmarks, competitive product development, the role of travel in well being and product conceptualization. Mr. Puczko is a trainer of marketing and product development at both location and destination levels. He is the (co-)author of numerous specialized books (e.g.: Health, Tourism and Hospitality: Spas, Wellness and Medical Travel or The Impacts of Tourism) and articles in professional journals.

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

Mr. Puczko can be contacted at +1 43-1-7172-8445 or laszlo@resourcesforleisureassets.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.