Editorial Board   Guest Author

Mr. Uhrin

Rob Uhrin

Principal, Cooper Carry

Rob Uhrin is a leader in the thriving Hospitality Studio in Cooper Carry's Washington, DC office, where he combines resources from the firm's national practice to complete projects nationwide. During a decade in Atlanta working on multiple building types, Mr. Uhrin settled on hospitality. This varied architectural experience gives him the particular ability to integrate hospitality projects into the mixed-use environments that are fundamental to Cooper Carry's design philosophy. Mr. Uhrin's favorite projects include urban infill that revitalize an existing urban area and represent investment in the surrounding neighborhoods. He leads the design of projects ranging from massive urban scale developments to small boutique hotels, while also acting as a thought leader as the hospitality industry continually redefines itself. He is currently leading the design of diverse hospitality projects including the Notre Dame Embassy Suites hotel in South Bend, IN, the NC State Centennial Campus Conference Center & Hotel, in Raleigh, NC and a Hyatt Centric hotel located in the shopping district of historic Alexandria, Virginia. Beyond his hospitality and conference center expertise, Uhrin leverages Cooper Carry's emphasis on mixed-use design to create truly livable, authentic places. He is regularly on the road, pitching a greater vision of the 21st-century hotel as a gathering place surrounded by restaurants, shops, offices and townhouses, wrapped into a truly spectacular place. Mr. Uhrin has held a leadership design position on nearly 30 hotels and 6,000 keys, more than half of which have been in an urban setting, where the building is expected to catalyze its urban environment.

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

Mr. Uhrin can be contacted at 703-519-6152 or robuhrin@coopercarry.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.