Editorial Board   

Mr. Lund

David Lund

Hospitality & Leadership Expert, The Hotel Financial Coach

David Lund is The Hotel Financial Coach, an international hospitality financial leadership expert. He has held positions as a Regional Financial Controller, Corporate Director and Hotel Manager with an international brand for over 30 years in Canada and the US.   Mr. Lund has personally reviewed thousands of budgets, forecasts, month end reports and commentaries. He has managed hotels with combined incomes of hundreds of millions and assets of more than a billion dollars. Throughout his career, David has combined his hotel business knowledge and communication skills to create strong financial teams and break with traditional accounting stereotypes. He believes that all hospitality leaders have the financial skills and talents and he works to see these talents come alive.   Mr. Lund authored an award-winning workshop on Hospitality Financial Leadership and has delivered this workshop and other workshops he has developed to hundreds of hotel managers. He coaches hospitality executives one on one and he delivers his Financial Leadership Workshops to hospitality teams throughout the world. Mr. Lund's workshops and coaching directly help hotels increase profits and build financially engaged management teams. Mr. Lund speaks at hospitality company meetings, hotel associations, and industry events on the subject of Financial Leadership. He has had several articles published in hotel trade magazines and he is the author of three books on Financial Leadership. Mr. Lund is a Certified Hotel Accounting Executive through The Hospitality Financial and Technology Professionals Association, HFTP and a Certified Professional Coach who received his coaches training and certification through the Coaches Training Institute, CTI.    Mr. Lund is based in Corona Del Mar, California where he lives with his wife Johanne who is also a hospitality financial consultant. Mr. Lund is a graduate of the Hospitality Management program at the New Brunswick College.

Please visit http://hotelfinancialcoach.com/freecall/ for more information.

Mr. Lund can be contacted at 949-791-2739 or david@hotelfinancialcoach.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.