Editorial Board   Guest Author

Ms. Diggins

Catherine Diggins

General Manager, Hewing Hotel

Catherine Diggins is General Manager for Aparium Hotel Group's Hewing Hotel the Minneapolis hotel set to become the gateway to the North Loop's vibrant culture. An 18-year veteran to the industry with experience in 16 hotel openings and transitions, Ms. Diggins currently oversees the pre-opening period of the hotel, and is poised to manage day-to-day operations upon opening. “With the opportunity to open Hewing Hotel, the prospect of building a pivotal Minneapolis destination for visitors and social anchor for the North Loop neighborhood is invigorating,” says Ms. Diggins. “I am honored to be a part of the team that the Aparium Hotel Group has assembled to foster vibrant and eclectic experiences in the North Loop and beyond.” Ms. Diggins' dynamic and energetic hotel management skillset has fostered a successful hospitality career. Her passion for the industry evolved from a summer job she held in college as the front desk agent at the Westin Beach Resort, Key Largo, to an impressive portfolio of hospitality projects across the country. Spending fourteen years of her career at Hyatt Hotels Corporation, Ms. Diggins developed her expertise as a Front Office Manager with Hyatt Regency Sarasota, Hyatt Regency Tampa, and Park Hyatt Los Angeles. Following these roles, Ms. Diggins held multiple leadership positions in the rooms division as the Assistant Director of Rooms at Grand Hyatt New York, Director of Rooms at Park Hyatt Washington, and Corporate Director of Rooms at Hyatt Hotels and Resorts amongst other positions. Following her time at Hyatt, Catherine transitioned to Marriott as the Resident Manager of JW Marriott Indianapolis from 2014 - 2015, and most recently served as the Director of Operations at the JW Marriott Minneapolis, overseeing the hotel operations during the hotel's opening and beyond.

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

Ms. Diggins can be contacted at 651-468-0502 or cdiggins@hewinghotel.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.