Editorial Board   

Ms. Willmott

Kristie Willmott

Group Director of E-Business & Customer Development, Jumeirah

Kristie Willmott is the Group Director of E-Business and Customer Development for the Dubai based international luxury hotel group, Jumeirah. In her role, Kristie has responsibility for online strategy that will grow sales revenue and deepen consumer relationships across the group's fourteen websites. Prior to joining Jumeirah, Kristie held positions with Le Meridien Hotels, Utell and Virgin Atlantic Airways, where she developed web affiliate programs, 3rd party onward distribution, corporate loyalty programs and travel industry sales. Kristie holds a First Class Batchelor of Arts Honors degree in Leisure and Tourism Management from the University of North London and is currently an Executive Officer on the HEDNA Board of Directors. Born in Holland and raised in the UK, Kristie now resides in Dubai, United Arab Emirates.

Ms. Willmott can be contacted at 971-4-3300111 or kristie.willmott@jumeirah.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.