Editorial Board   Guest Author

Ms. Fiske

Darlene Fiske

Co-Founder, S'Well Public Relations

Darlene Fiske is the co-founder of S'Well Public Relations, a national communications firm specializing in wellness storytelling. A self-proclaimed spa junkie, this dynamic, results-orientated marketing and communications professional with 20+ years of experience in marketing, branding, media relations and publicity has helped propel her clients to the top of prestigious magazine awards lists. Mohonk Mountain House has been honored as the #1 Resort Spa in the US by the readers of Conde Nast Traveler, the #6 Spa in the World and #2 in the US by Travel + Leisure magazine and Lake Austin Spa Resort has been consistently ranked a top ten destination spa for the past ten years in both Conde Nast Traveler and Travel + Leisure magazines.

Ms. Fiske worked on-site as the Director of Sales & Marketing for Lake Austin Spa Resort in Austin, Texas, where she was responsible for sales and marketing efforts targeting the top 1% of affluent consumers in the United States. She has served on the marketing task force for the International Spa Association, is currently on the Women in Leadership committee for the Global Wellness Institute, has spoken at industry conferences such as SXSW, IECSC, and ISPA and has written for a variety of publications including FathomAway, Organic Spa, Spa Opportunities and Forbes. Respected by the country's top media professionals, Ms. Fiske's clients have enjoyed enormous exposure in leading lifestyle publications including the New York Times and USA Today and she has been referred to as the “Unicorn PR Gal” by the press.


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

Ms. Fiske can be contacted at 512-331-7755 or darlene@thefiskegroup.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.