Editorial Board   Guest Author

Mr. Ross

Sam Ross

Executive Director , Visit Carlsbad

Sam Ross was hired in 2009 as the Executive Director for Visit Carlsbad, the official destination marketing organization for Carlsbad, California. Visit Carlsbad is a non-profit organization created to market Carlsbad as a premier travel destination in Southern California and to increase the City's share of tourism-related revenues. Mr. Ross is responsible for implementing Visit Carlsbad's business and marketing plans and defines the marketing strategies for Carlsbad's growing tourism industry. This includes maintaining partnerships with local hotels and attractions. Mr. Ross also serves as key spokesperson for Carlsbad's tourism industry. Prior to joining Visit Carlsbad, Mr. Ross was employed in the tourism industry with the San Diego CVB and Denver Metro CVB. His earlier employment was with Rapp Collins Marco in Boston as an account executive, DiZinno Thompson Advertising and Phillips-Ramsey Advertising both located in San Diego, CA. Mr. Ross was born in 1964 in Cocoa Beach, FL., and in 1977 he and his family moved to Brussels Belgium where he attended and graduated from the International School of Brussels in 1983. Mr. Ross earned a Bachelor of Arts in mass communications and advertising from the University of South Florida. Mr. Ross is a resident of Carlsbad, a board member for the Carlsbad Chamber of Commerce and the Agua Hedionda Lagoon Foundation. He is also a member of Rotary International.

Please visit http://www.visitcarlsbad.com for more information.

Mr. Ross can be contacted at 760-434-6093 or samr@visitcarlsbad.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.