Editorial Board   Guest Author

Ms. Zaroff

Marci Zaroff

Founder, MetaWear

Founder of MetaWear and Under the Canopy, Marci Zaroff coined the term and pioneered the market for ECOfashion®. A graduate from UC Berkeley's Haas Business School and also Co-Founder of Beyond Brands, Good Catch Foods and The Institute for Integrative Nutrition, for over 28 years, Ms. Zaroff has been an internationally-recognized ecopreneur, expert, visionary, consultant and global public speaker of conscious business, social innovation and an organic/sustainable lifestyle. 

 

Over the past two decades, Ms. Zaroff has produced organic textiles and amenities for major international hotel and spa chains (Ritz Carlton, Hyatt, Wyndham, etc.). She has guided countless properties on launching sustainable lifestyle experiences and strategies and consulted on creating cohesive in-room experiences from organic food to beauty to fiber.

Currently a Director/Advisor on numerous Boards, including the Organic Trade Association, Textile Exchange, Fair Trade USA, C2C Fashion Positive, and Fashion Revolution Day, Ms. Zaroff was instrumental in defining the Global Organic Textile Standard (GOTS) and the first USA Fair Trade Textile Certification, driving authenticity, environmental leadership & social justice worldwide. 

Ms. Zaroff is featured in the book: "ECO Amazons: 20 Women Who are Transforming the World" and has received countless recognitions, such as the Natural Product Industry's "Socially Responsible Business Award", Retail Touchpoints' "Retail Innovator Award", NY Moves "Power Woman Award", Fashion Group International's "Rising Star Award” and a prestigious Henry Crown Fellowship of The Aspen Institute.

 

Ms. Zaroff's first book "ECOrenaissance: Co-Creating A Stylish, Sexy & Sustainable World" will be published August 2018 by Simon & Schuster and is now available for preorder on Amazon.com. 

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

Ms. Zaroff can be contacted at 561-302-2010 or marcizaroff@gmail.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.