Editorial Board   

Mr. Williams

Kevin Williams

Vice President of Distribution, TravelWorm

Kevin Williams is Vice President of Distribution for TravelWorm, the leading online provider of a consumer hotel, flight, car rental, tour reservations and show tickets at premiere casino resort and leisure destinations nationwide. In this position, he is responsible for continuing TravelWorm's reputation as one of the premier travel sites nationwide and beyond. Before joining TravelWorm, Mr. Williams, served as Vice President of Hotel Operations at One Travel and was responsible for expanding its hotel program globally. Mr. Williams brings more than 20 years of combined experience in hotel and resort operations and marketing. Mr. Williams spent 12 years with Hilton Hotels Corporation in the Nevada Gaming markets, where he oversaw hotel operations in casino resorts throughout the Nevada. Previously he served as Hotel Director for three years at Station Casinos' flagship property, Palace Station. Most recently, Mr. Williams directed the Nevada resort clients for Hotels.com during its transition from Hotel Reservations Network.

Mr. Williams can be contacted at 702-407-8000 or kwilliams@travelworm.com

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.