Editorial Board   Guest Author

Mr. Kohl

William D. Kohl

Principal, Greenwood Hospitality Group

William D. Kohl oversees the strategic and operational direction of Greenwood's food and beverage initiatives. Additionally, Mr. Kohl directs the Company's activities in restaurant development, concept design and re-positioning. During his thirty-year hospitality career Bill has received several honors including The Pennsylvania Tourism and Lodging Association's General Manager of the Year in 2001, and The American Hotel and Lodging Association's State Leadership Award. Mr. Kohl's portfolio experience includes oversight of several high profile assets together with the concept design of over twenty restaurants. Mr. Kohl has been featured in Lodging Magazine and has had restaurants featured in Bon Appetit, Gourmet Magazine, and Colonial Homes Magazine as well as the Central Penn Business Journal. His restaurants consistently achieve the AAA Four-Diamond Award and have been recognized by DiRōNA. He has twice won Restaurant Hospitality Magazine's “Top of the Table Award” for Restaurant Design. Bricco, Mr. Kohl's most recent concept, was awarded the prestigious “Culinary and Hospitality Award” by Sante Magazine recognizing it as the number one restaurant in the Northeast Region for Quality of Food and Service and one of the top nine in the country. A wine specialist, Mr. Kohl has consistently been recognized by Wine Spectator Magazine for innovative wine lists and just received the “Best of Award of Excellence” this year. Within the industry he frequently lectures, teaches and writes about wine and food. Mr. Kohl currently serves on the National Restaurant Association's Board of Directors, the American Hotel and Lodging Association Board of Directors, is a Past Chairman of the Board of Directors of the Pennsylvania Tourism and Lodging Association and immediate Past Chairman of the Board of Directors of the Pennsylvania Restaurant Association. In 2004, he was awarded an Honorary Doctorate Degree from Central Pennsylvania College. A native of Springfield, Pennsylvania, Mr. Kohl is a graduate of Pennsylvania State University with a Bachelor of Science Degree in Hotel, Restaurant, and Institution Management. He is a member of the Pennsylvania Liquor Control Board Wine Advisory Council and founder of Très Bonne Annee, a series of events and international wine auction for charity which raises in excess of $400,000 annually. He is married to Kim Mr. Kohl and has two children.

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

Mr. Kohl can be contacted at 717-237-6401 or bkohl@greenwoodhospitality.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.