Editorial Board   Guest Author

Mr. Salisbury

Ralph Salisbury

Senior Vice President, Impact Enterprises, Inc.

Supporting and participating in socially conscious endeavors is an important part of Mr. Salisbury's personal and professional life. He believes a stronger sense of balance in life can be achieved through some participation in activities that focus on 'giving-back'. “Success should be shared, not divided or apportioned as some fear, just shared through a contribution of time, and funds if possible. Time can be the most personally rewarding of contributions due to a physical connection, however, watching a financial contribution make a difference in someone, some family, and some group's life can be equally rewarding.” Mr. Salisbury's professional successes has enabled him to be an active supporter in several areas of giving-back, and now as Senior Vice President of Impact Enterprises, Inc., has established a corporate responsibility program for the company that includes a 'staff-championed-causes' initiative that allows Impact's staff to be active participants in meaningful 'giving-back'. A degree in business from Syracuse University lead Mr. Salisbury to Wall Street, then onto his own business, and finally to Impact Enterprises, Inc. His professional experiences include credit oriented real estate investment for state and municipal pension funds, wind energy development, communications, and marketing and advertising. Volunteer activities have included the Yellow Ribbon Fund at Walter Reed Army Hospital in Washington, DC, Children's Medical Center in Dallas, TX, Nelson-Tebedo Research Clinic in Dallas, TX, Veterans Village of San Diego, and VA Medical Centers in Portland, OR and Bend, OR. He is the proud father of two sons and two grandchildren, and enjoys being physically active by participating in a variety of outdoor activities that include rock climbing, mountain biking, road biking, hiking, fishing, skiing, and paddle boarding. Yes, he does it all, and when possible with recipients of his 'giving-back'.

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

Mr. Salisbury can be contacted at 845-988-1900 or rsalisbury@impactenterprises.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.