Editorial Board   Guest Author

Mr. Scypinski

Rob Scypinski

Senior Vice President of Industry Relations & Events, Hilton Worldwide

Rob Scypinski is Senior Vice President of Industry Relations and Events, the Americas, for Hilton Worldwide. Mr. Scypinsky is a key figure in spearheading and strategizing how Hilton's portfolio of hotels engage with customers and plays a crucial role in deepening sales relationships with key stakeholders in the industry.

Mr. Scypinsky constantly keeps his finger on the pulse of the industry for innovative ways to evolve Hilton's meeting and events offerings and take the friction out of business and group travel. He is a 40-year veteran of the hospitality industry and began his career at Hilton Atlanta in 1984.

Prior to his current role, Mr. Scypinski was Senior Vice President of Hotel Sales in The Americas. He also served as Regional Vice President of Sales and Marketing Western Region, West, overseeing the Sales Operations for 40 hotels from Alaska to Mexico, and was Director of Marketing & Sales at Hilton San Francisco for nearly 15 years.

Mr. Scypinski is a long standing member of several hospitality industry organizations. He was a founding member of the Northern California Professional Convention Management Association (PCMA) chapter. He is currently on the MPI and Meetings Mean Business Coalition boards and has was previously on both the PCMA Foundation and Meeting Professionals International Foundation boards. He has served as faculty for many sessions on contracts and legal language, revenue management, sales, customer engagement, and partnerships.

Mr. Scypinski's multiple industry recognitions include the honor of being named a 2016 Changemaker by MeetingsNet and his induction into Hilton's prestigious Circle of Excellence Award in 2000. He holds a Bachelor of Science degree in Hotel and Restaurant Management from Pennsylvania State University.

Please visit http://meetings.hilton.com for more information.

Mr. Scypinski can be contacted at +1 703-883-1000 or Rob.Scypinski@Hilton.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.