Editorial Board   Guest Author

Mr. Lannan

Robert Lannan

Principal, Lannan Legal PLLC

Robert W. Lannan is the Principal of Lannan Legal PLLC. Mr. Lannan has practiced law for 22 years, 12 of them in the hospitality industry. He represents owners and operators of hotels, restaurants, private clubs and other hospitality businesses in a variety of transactions, including sales, financings, joint venture agreements, management agreements, franchise agreements, and general commercial transactions matters related to operations of hospitality businesses. Before beginning his private practice, Mr. Lannan was a Vice President and Senior Counsel at Hilton Worldwide, Inc., where he led a group of attorneys responsible for advising the company on operation of all of its owned and managed hotels worldwide.

Earlier, he was a Vice President and Senior Counsel at Marriott International, Inc., where he represented that company in transactions involving hotels in the United States as well as the United Kingdom, the Middle East and Africa. Mr. Lannan is a Founding Co-Chair of the Hotel & Lodging Legal Summit, an annual continuing legal education conference at Georgetown University Law Center.? He also serves on the faculty of Georgetown University's Global Hospitality Leadership graduate program. He has served as the Chair of the American Bar Association Hotels, Resorts and Tourism Committee. Before joining the hospitality industry, Mr. Lannan practiced in two international law firms and as a Captain in the U.S. Army Judge Advocate General's Corps.

He received his J.D. from Georgetown University Law Center and his B.A., magna cum laude, from Georgetown University. He also holds an LL.M. in Environmental Law, with highest honors, from The George Washington University.

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

Mr. Lannan can be contacted at +1 202-223-8901 or robert.lannan@lannanlegal.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.