Editorial Board   Guest Author

Mr. Wilms

Ed Wilms

Principal, DLR Group

Ed Wilms is DLR Group's National Hospitality Design Leader. In this role he is a frequent traveler, which he parlays into research for his next hotel design. This opportunity to be the end user has helped Mr. Wilms shape his definition of the definitive guest experience. Mr. Wilms is instrumental in DLR Group's ongoing design for expansion and renovations at the Mall of America including the award-winning JW Marriott Minneapolis. He works closely with flagship brands such as Marriott, Hilton, Hyatt, Starwood and his projects include the Canopy by Hilton Minneapolis Mill District, AC Hotel Gainesville, Austin DoubleTree by Hilton, AC Hotel Grand Rapids, The Elizabeth, Marriott Autograph, and the AC Hotel San Francisco. Mr. Wilms's passion and focus to deliver the best guest experience has led him to be successful in developing numerous world-class memorable experiences to owners, developers, brands and guests to bring new hospitality venues to communities across the country. He draws on his 25 years of experience in design, planning, and project management to provide leadership on a wide range of complex large scale hotel projects. He understands the importance of engaging stakeholders in a highly collaborative design process to produce spaces that enhance the guest experience and build brand loyalty. His strong leadership and guidance creates an open and effective project team to accomplish the clients' vision. "I love that my job is different every day. Each day brings a new design problem and I love being able to work it out with the most talented group of professionals at DLR Group."

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

Mr. Wilms can be contacted at 612-977-3567 or ewilms@dlrgroup.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.