Editorial Board   Guest Author

Ms. Ackerman

Carol Ackerman

Founder, The Ackerman Group

Carol Ackerman enjoys working with a wide variety of clients in the areas of real estate design and development both in the US and Mexico. She explores the world from both the visual and verbal aspects of storytelling. She has art-directed and written for video and print publications, including hotel, retail and resort collateral. Her public relations and master planning design experience led to the co-founding of Resort Golf Media, which published “Desert Dreams, Desert Romance: The History of the Royal Palms Resort and Spa”, now in its third printing. Ms. Ackerman has fulfilled communications, design, entitlement and real estate development assignments for Walt Disney, Starwood Hotels, GMA International, Hacienda de los Santos, the Los Angeles Times, Nicklaus Design, and Arnold Palmer's Restaurant. As an officer in an international master planning firm, she works on design/development teams for a wide array of projects with an element of hospitality involved: wellness facilities including spas; golf club houses, boutique hotels and resort complexes; marinas, theme parks, sports complexes and mixed use venues which include destination retail, residential and recreational amenities. Notable event productions have included the St. Regis Hotel NYC, Azimut & Benetti Group, Italian Wine Merchants, KSL Resorts, Ritz-Carlton, Golf Living Magazine, and the Pebble Beach Company. Ms. Ackerman resides in Phoenix, AZ and travels as often as possible visiting family throughout the US and to Mexico, where she is engaged in a large resort community development on the Cabo peninsula.

Ms. Ackerman can be contacted at 602-684-6800 or carol@theackermangroup.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.