Editorial Board   Guest Author

Mr. Greger

Ken Greger

Partner, Ward Howell International

Based in Portland, OR, Ken Greger is a Partner  with Ward Howell International.  With a broad focus that includes hotels & resorts, restaurants, casinos and integrated resorts, cruise lines and travel technology, Mr. Greger focuses on finding the right leadership to help clients achieve strategic outcomes.  Clients range from tech startups, hotels and resorts, to major brands and Fortune 500 organizations.  Mr. Greger has spoken multiple times at The Lodging Conference, ALIS, The Global Spa & Wellness Summit and to numerous other audiences. A frequent author, Mr. Greger's articles have appeared in The Cornell H. R. A. Quarterly, Hotel & Motel Management, Hotel News Now and other leading industry news media, including Huffington Post.  

Mr. Greger is on the ALIS Planning Committee and is also on the Board of the HSMAI Foundation.  A Certified Public Accountant, Mr. Greger began his career with Deloitte & Touche and from there entered the world of executive search and consulting. He later joined KPMG's global search practice in Los Angeles, where he was also a member of the firm's Entertainment Industry Practice Group. After six years with KPMG, Mr. Greger was recruited to lead executive search in the Western Region for Laventhol & Horwath, a position he left after four years to launch Greger/Peterson Associates, Inc., a highly regarded executive search firm specializing in Hospitality & Leisure. More than 20 years later, the firm merged with a boutique executive search and advisory firm also focused on hospitality.

 In December 2018, Mr. Greger joined Ward Howell International as a Partner with this growing global firm that currently has 27 offices throughout the world.

 

Please visit http://www.wardhowell-usa.com for more information.

Mr. Greger can be contacted at 503-655-4100 or ken.greger@wardhowell-usa.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.