Editorial Board   Guest Author

Mr. Engel

Tom Engel

Principal, T.R. ENGEL Group

Hospitality industry leader with 30+ years of expertise, Tom Engel is credited with being instrumental in creating three (3) global lodging brands—Embassy Suites Hotels, Crowne Plaza Hotels and Resorts, and Hawthorn Suites by Wyndham. Mr. Engel is president and founder of the T.R. ENGEL Group, LLC (TRE), a Boston-based hospitality advisor and operational asset management firm operating on a global basis. TRE's core business discipline revolves around advising institutional investors—pension funds, real estate investment managers, and high net worth family offices—investing in hotel assets in the U.S., Europe, and the Middle East. TRE typically then oversees the entirety of the investment in the role of hotel asset manager working on behalf of the investor.

Previously Mr. Engel was Executive Vice President, Equitable/AXA Real Estate Investment Management Inc., where he created, then ran its worldwide lodging and leisure investment management group. Mr. Engel's group was a full-service hospitality resource, providing both hotel debt and equity investments, conducting project management and through its asset management team was responsible for the oversight of a $2 billion portfolio of 62 hotels and resorts. Previously, Mr. Engel was a Group Brand Manager at Unilever, Inc. and Director of Marketing, at Revlon, Inc.

Mr. Engel has extensive experience with creation of hotel brands, operations planning, and creation of brand standards and procedures with luxury, upscale and extended?stay hotels. Mr. Engel is a director of publicly-held The Procaccianti Hotel REIT. He is an adjunct professor at Boston University and Chairman, Boston University School of Hospitality Management's Advisory Board. Graduate of the Northwestern University, University of St. Thomas. Veteran, United States Marine Corps, VMA-131 Air Wing.


Please visit https://www.trengelgroup.com for more information.

Mr. Engel can be contacted at +1 617-451-1701 or thomasengel@trengelgroup.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.