Editorial Board   Guest Author

Ms. Churchill

Elizabeth Churchill

Chief Revenue Officer, Aqua-Aston Hospitality

Elizabeth Churchill is Chief Revenue Officer of Aqua-Aston Hospitality, a premier hotel management group with an extensive portfolio of hotels and resorts in Hawaii and on the U.S. mainland. Ms. Churchill oversees the marketing, sales, revenue management and reservations functions. She is a veteran marketer and sales leader with expertise in hotel rebranding and repositioning and extensive knowledge of the hospitality and tourism industries. Ms. Churchill's marketing strengths include: setting strategic plans, executing on strategy to grow a business and drive profitability, turnaround strategies, building effective teams, driving ROI, branding and identity, analysis, technology vetting, e-Commerce and digital strategies, sales and sales leadership, revenue optimization and distribution, niche marketing and public relations. Ms. Churchill's progressive marketing and revenue management techniques led to growth for Aqua Hospitality over the last ten years. Her tenure as part of the Aqua family began in 2005, during which she orchestrated a rebranding of the company which helped to triple the number of rooms it oversees. Ms. Churchill's accomplishments include transforming the former W Honolulu Hotel into the Lotus Honolulu, rescuing the iconic Ilikai Hotel & Suites on Oahu, transitioning Wailea's Diamond Resort into the trendy Hotel Wailea Maui, and reopening the historic Volcano House in Hawaii Volcanoes National Park on the Big Island. Ms. Churchill is focused on developing and executing a holistic approach to Aqua-Aston Hospitality customers across all of its brands, and driving customer acquisition, retention and profitability.

Please visit www.aquahospitalityllc.com for more information.

Ms. Churchill can be contacted at 808-943-9291 or echurchill@aquahospitality.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.