Editorial Board   Guest Author

Mr. Isenberg

Gary Isenberg

President, LWHA Asset & Property Management Services

Gary Isenberg currently serves as President - LWHA® Asset & Property Management Services. With more than 30 years of diversified hospitality experience in Hotel Management, Finance, and Asset Management, Mr. Isenberg's expertise includes third party asset management, serving as an owner's rep, due diligence for real estate investors, and development services to negotiate management or franchise agreements.

Mr. Isenberg's asset management specialties include, among other services, capital budgeting and PIP costing as well as internal control and accounting.

A graduate of Fairleigh Dickinson University with a Bachelor of Science in Business Management and minors in Corporate Finance and Information Systems, Mr. Isenberg started his career with ITT Sheraton as a Corporate Trainee. During his 16-year tenure, he was rapidly promoted over a series of increasingly responsible positions, mergers and acquisitions, at both the corporate and property level, in the disciplines of finance and operations.

A privately held Hotel Development, Ownership and Management Company, Field Hotel Associates (FHA), recruited Mr. Isenberg to join their organization as General Manager of their flagship property. Soon there after he was promoted to EVP of Hotel Operations and most recently held the position of Chief Operating Officer.

During his tenure at FHA, he led the development and opening of hotels, spearheaded several re-organizations, repositioning and recapitalizations, as well as numerous revenue-generating and cost-cutting initiatives. This in turn enhanced value and maximized return for the owners and investors.

Mr. Isenberg serves or has served on the following boards and professional organizations: Pennsylvania Travel and Lodging Association Board Member, Hotel Association of New York's NY Hotel Group Founding Member, JFK Airport Chamber of Commerce Board Member, Greater Jamaica Development Corporation Board Member and Director.

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

Mr. Isenberg can be contacted at 212-300-6684 x108 or gary.isenberg@lwhadvisors.com

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.