Editorial Board   Guest Author

Mr. McIntosh

Bob McIntosh

Regional VP Sales & Marketing, GF Management

Bob McIntosh is Regional Vice President of Sales and Marketing at GF Management. Mr. McIntosh joined GF in 2014. GF is an acronym for "Good Fundamentals" and that is the cornerstone of core philosophy and culture.

Mr. McIntosh's role is to provide strategic support and guidance to a portfolio of owned and managed hotel assets for this privately held company. This role requires ongoing travel to those assets in the field to monitor plans, actions and results against competitors and owners expectations.

GF Management provides services to ownership groups, financial institutions and third parties including acquisitions, development, asset management, hotel receiverships, advisory and consulting services.

GF also owns and manages a portfolio of hotels, catering facilities and golf courses located exclusively in the continental United States. Part of GF Management's expertise is their ongoing partnership with the hotel brand teams as they purchase assets; execute top to bottom design and renovations to those assets and reposition them as leaders within their markets. GF is committed to meet and exceed brand requirements during the design and execution of hotel renovation and is recognized as an innovator and award winning owner.

GF leadership holds several owners advisory positions within IHG and Hilton. Mr. McIntosh is a 39 year hospitality veteran with a proven track record in operations, sales and marketing and pre and post opening of upper upscale hotels and resorts.

These included Playboy Hotels and Resorts early in his career, independent hotels and resorts as well as branded assets for Hilton Hotels and Resorts and Starwood.

Prior to joining GF, Mr. McIntosh was multi-property Director of Sales and Marketing for Remington Hotels, Starwood Hotels as preopening Director of Sales and Marketing for the Westin Jersey City Newport in Jersey City, New Jersey. He also supported the preopening team of the W Hotel in Hoboken, New Jersey.

Currently, Mr. McIntosh is focused the post renovation repositioning of the Westin Chicago North West in Itasca Illinois and preparing for the renovation of the Doubletree by Hilton in Colorado Springs, Colorado.

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

Mr. McIntosh can be contacted at +1 973-945-6892 or mcintoshb@gfhotels.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.