Editorial Board   Guest Author

Mr. Tall

Michael Tall

President & Chief Operating Officer, Charlestowne Hotels

Michael Tall joined Charlestowne Hotels in 2004 to provide guidance in marketing, e-commerce and revenue management initiatives. Since becoming co-owner of the company in 2008, he has made it a priority to recruit and hire the industry's top talent and to expand the company's client base. Under his leadership, Charlestowne Hotels' portfolio has doubled in size twice, with many hotels under the brand's umbrella receiving prestigious industry accolades including Travel + Leisure's Number 2 Hotel on the “Top 100 Hotels In the World” list and Number 1 and Number 15 on the Top 15 Hotels “Best City Hotels In the Continental United States” list, Conde Nast Traveler's “Gold List” and “Top 100 Hotels in the World,” TripAdvisor's Number 1 and Number 2 Luxury Hotel in the United States list, Smith Travel Research's “Best Performing Hotel in the US,” as well as other national media and travel industry honors. Previously, Mr. Tall worked for Rock Resorts (a subsidiary of Vail Resorts) as a corporate analyst as well as the director of revenue for the former Ritz Carlton Rancho Mirage. He has also worked with companies such as The Savoy Group, Kiawah Island Resorts, and Xerox. Mr. Tall has a Bachelor of Science degree in Marketing from the University of North Carolina at Wilmington and received his Master's Degree in Hotel Management from Cornell University School of Hotel Administration. Mr. Tall sits on the Board of Governors and serves as Travel Council Chair for the Charleston Visitor's Bureau. He has been a guest lecturer at several universities and a speaker and panelist at many hotel industry events including The Hunter Investment Conference, various BLLA conferences, The Lodging Conference, The STR Data Conference, and more.

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

Mr. Tall can be contacted at 843-972-1400 or info@charlestownehotels.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.