Editorial Board   Guest Author

Ms. Keller

Chaunsea Keller

Executive Vice President, EproDirect

Chaunsea Keller is Executive Vice President for EproDirect. She has over 17 years of experience in the hospitality sales and marketing field, with over ten years of those being with EproDirect. In her role with EproDirect, it allows her to see daily interaction between suppliers and planners; therefore, it is a good gauge on the meetings industry as a whole. She resides in College Station, TX with her husband and two children. Ms. Keller has been published nationally several times with a variety of hospitality and marketing publications. She has been a speaker for conferences focusing on the group and convention trends. She is a past board member of HSMAI interest group and a past board member of her local MPI chapter. EproDirect helps hotels and other meeting suppliers grow their group markets with an integrated digital marketing program.

Please visit www.eprodirect.com for more information.

Ms. Keller can be contacted at 405-233-1033 or chaunsea.keller@eprodirect.com

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.