Editorial Board   Guest Author

Mr. Leutwyler

Ric Leutwyler

CEO, EventSpark

Founder. Servant Leader. Innovation Enthusiast. Ric Leutwyler is someone who has worn many hats - and he wouldn't have it any other way.

Mr. Leutwyler is passionate about making a difference and tapping into the full potential of the people around him. From small cubicles to corner offices, the phrase - “Leadership is Action, Not Position” - has always been a part of his workspace and his leadership style.

Much of his time is focused on strategy, innovation and the engagement of team members, customers and partners in finding new ways to create lasting value. Extensive experience with technology firms like AT&T, Pegasus Solutions, SkyTouch Technology and EventSpark, combined with more than 20 years of leadership roles within Cendant (Wyndham Worldwide), Best Western and Utell Hotels & Resorts provides him with a deep understanding of the technology needs of the hospitality industry. The opportunity to travel and work abroad in more than 30 countries has created an understanding of the complexities and benefits of operating from a global perspective.

Mr. Leutwyler has served on the board of several philanthropic organizations including his current role as board member for Orchard: Africa. To support social good on a broad level, he recently founded Philanthropegie - an organization dedicated to helping individuals, organizations and nonprofits achieve their philanthropic goals.

Mr. Leutwyler can be contacted at 602-723-0019 or ric.leutwyler@gmail.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.