Editorial Board   Guest Author

Mr. Hirko

Rhett Hirko

Executive Director, Preferred Hotels and Resorts

Rhett Hirko serves as Executive Director of Revenue Account Management for Preferred Hotels & Resorts, responsible for supporting the revenue activities across all of the company's member hotels in the Americas and working directly with Sabre to support the reservation needs for all member hotels globally. A Certified Revenue Management Executive, Mr. Hirko has practiced revenue management for more than 20 years, spending the majority of his time in various roles with Hyatt. He designed and implemented the single-image inventory reservations process for Hyatt Hotels Corporation in North America and oversaw revenue management in a regional capacity for seven years. For the next 14 years, he worked with Hyatt International where he designed both the CRS-RM interface and the RM training program and directed the RM process. From there, he was transferred to Zurich to head revenue management for all Hyatt hotels in Europe, Africa, the Middle East and Southwest Asia, a position he held for the two years prior to joining Preferred Hotels & Resorts. Mr. Hirko received his B.A. in Business, with a major in Hotel & Restaurant Management, from Michigan State University. He lives in the Chicago area with his spouse and two dogs and enjoys spending his spare time running or cheering for his alma mater, Michigan State.

Please visit www.preferredhotels.com for more information.

Mr. Hirko can be contacted at 312-542-9245 or rhirko@preferredhotels.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.