Editorial Board   

Ms. Kelley

Jacki Kelley

Yahoo! Category Development Officer, Travel

Jacki Kelley currently serves as the Category Development Officer for Travel, responsible for developing and leading online marketing strategies for Yahoo!'s travel clients. Ms. Kelley works with Yahoo!'s world-class marketing solutions to create integrated programs that increase brand association and purchase intent/sales. Ms. Kelley is a member of the AAF Hall of Achievement for advertising executives who have achieved significant results before the age of 40. Prior to joining Yahoo!, she was Senior Vice President of Advertising for USA TODAY, responsible for the publication's worldwide advertising operations. She has held several positions with USA TODAY including Vice President of Advertising for the travel section, Director of National Circulation Sales and Manager of Sales Development. Today, Ms. Kelley remains active in the travel category as a member of the Marketing Committee of the American Hotel and Lodging Foundation, a board member of the Travel Industry Association and a board member of the Travel Business Roundtable. She also serves on the national board of the American Advertising Federation. Ms. Kelley is a graduate of Pepperdine University.

Ms. Kelley can be contacted at 212-381-6860 or jkelley@yahoo-inc.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.