Editorial Board   Guest Author

Ms. Lopez

Patricia Lopez

Associate & Senior Interior Designer, Baskervill

Patricia Lopez, LEED AP ID+C is an associate and senior interior designer in Baskervill's award-winning hospitality studio. Born and raised in Medellín, Colombia, Ms. Lopez's engaging and happy personality lends itself well to a career in the hospitality industry, where she enjoys collaboration and creating strong relationships that extend beyond the office. Her Latin culture has had a strong influence on her personal design aesthetic, which draws heavily on her homeland, blending bright pops of color in selective, intentional ways in her work. A graduate of Virginia Commonwealth University, Ms. Lopez holds a B.F.A. in Interior Design and has been working to help clients achieve their design goals for the past ten years. Her creative sensibility and talent for innovative design has been recognized with an International Interior Design Association Virginia Chapter Honorable Mention Award and interviews with a number of leading national industry publications, including Lodging Magazine, Hotel Management, and Hospitality Design. Known for her unique and inspired artwork selections and custom carpet designs, Ms. Lopez's recent work on the conversion of the Aloft Washington National Harbor into the AC Hotel Washington DC at National Harbor—only the third AC Hotel to open in the States—garnered rave reviews. Ms. Lopez's portfolio also includes the award-winning Hyatt Dulles Executive Meeting Center, the recently completed San Francisco Marriott Airport Waterfront guestrooms renovation, The Equinox Golf Resort & Spa, and the Napa Valley Marriott Hotel & Spa, which is currently in design. Ms. Lopez lives in Richmond, Virginia with her family.

Please visit www.baskervill.com for more information.

Ms. Lopez can be contacted at 804-343-1010 or plopez@baskervill.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.