Editorial Board   Guest Author

Mr. Gieselman

James Gieselman

Principal, Emeritus Consulting, LLC

James 'Jim' Gieselman's broad experience of over 40 plus years enables him to understand the intricacies of hotel HVAC and lighting system operations, because understanding is the key to delivering true energy opportunities to hotel clients. His areas of expertise center on his systems knowledge of hotel infrastructure, especially HVAC, and how they should operate. Through building energy assessments (audits) and retro-commissioning, Jim identifies and quantifies energy inefficiencies and delivers practical solutions. Mr. Gieselman began his career with The Trane Company as a sales engineer, rising to an account executive position then manager of existing building sales and engineering. During his time at Trane, he also began to do technical training, a passion that he still enjoys today. Mr. Gieselman's next endeavor after a 20-year stint at Trane, he founded an engineering and manufacturing company devoted to the customization of HVAC equipment - the first of its kind in the industry. After more than doubling the size of the business, he sold his interest and moved to Servidyne, a multi-faceted energy engineering company, where he was Vice President of Engineering Operations. He and his engineering team provided energy audits, retro-commissioning services and sustainability consulting to a broad base of hospitality clients. During his tenure, Jim also served as corporate energy manager for The Ritz-Carlton Hotel Company. Mr. Gielsman offers no-nonsense answers to the many challenges facing hotel owners and operators today. Too often energy auditors lack the skills and knowledge base to properly assess the complex HVAC systems in today's full-service hotels. He brings a long history of successful building assessments and is a certified Building Energy Assessor by the American Society of Heating Refrigerating and Air Conditioning Engineers.

Please visit www.emeritusllc.com for more information.

Mr. Gieselman can be contacted at 770-367-6096 or jim@emeritusllc.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.