Editorial Board   Guest Author

Mr. Bolf

Brian Bolf

VP of Revenue and Profit Optimization, Kokua Hospitality

As vice president of revenue and profit optimization, Brian Bolf is responsible for revenue management and e-Commerce at Kokua Hospitality. Mr. Bolf is a collaborative, trusted leader who is valued for his holistic and transparent approach to assisting properties reach their optimal performance levels. He works closely with the hotel executive teams, asset management groups, and owners to properly align customized efforts to reach a unified goal at each property. Through his twenty-five plus years of experience in the industry across a multitude of independent and branded hotels, he has specialized in process improvement and utilizing data analytics to creatively develop profit opportunities for the portfolio. Leading the charge of Kokua's recently developed revenue management platform, Mr. Bolf is focused on maintaining a true advantage above the competition. He employs a strategic approach to understanding market trends and customer behavior that is both progressive and insightful. Before joining Kokua Hospitality in 2007, Mr. Bolf worked with numerous hotel brands that included Hard Rock Hotels, Omni Hotels, Hilton Hotels Worldwide, and Preferred Hotels & Resorts. Prior to turning his focus to hotel revenue management, Mr. Bolf worked at Solo Cup Company as a senior global accountant, responsible for the financial reporting of six foreign entities, totaling to two billion in annual revenues. Mr. Bolf graduated from Loyola University Chicago with a bachelor of science degree in psychology and finance and holds an A.A.S. degree in marketing.

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

Mr. Bolf can be contacted at 312-644-4800 or brian.bolf@kokuahospitality.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.