Editorial Board   Guest Author

Mr. Walker

Robb Walker

Chief Operating Officer, Pacific Hospitality Group

As Chief Operating Officer at Pacific Hospitality Group (PHG), Robb Walker oversees the operational aspects of the company's 12 hospitality assets, which include the Meritage Collection, a portfolio of lifestyle and luxury properties, and branded properties under the AC Hotels by Marriott®, DoubleTree by Hilton® and Wyndham flags. With more than 30 years of hotel and resort experience leading first-class operations throughout the U.S. and Canada, Mr. Walker served as senior vice president of operations at Pacific Hospitality Group for a year, but before joining the company, he held a senior vice president of operations position at SilverBirch Hotels and Resorts where he provided strategic leadership to a portfolio of branded and independent properties while also spearheading several high-impact development and repositioning projects. His experience also includes five years with Dolce International as regional vice president overseeing the resort and hotel operations in the U.S. Southwest and five years with Benchmark Hospitality as resident and general manager in resort destinations in Oahu, Hawaii and Lake Tahoe, California. As a Canadian-born hotelier, a graduate of Western University in London, Ontario where he received a Bachelor of Arts Degree in Economics and presently holds the designation as a Certified Board Director from the Institute of Corporate Directors. Established in 1987, Pacific Hospitality Group is a growing hospitality company with 12 hotels, resorts, and club assets across the United States.

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

Mr. Walker can be contacted at 949-861-4700 or info@pacifichospitality.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.