Editorial Board   Guest Author

Ms. Viadero

Vanessa Viadero

Director of Marketing, Turnberry Isle Miami

Vanessa Viadero is a hospitality marketing executive with more than 6 years of experience in digital marketing, communications and brand strategy. Her brand roster includes Fontainebleau, three AAA Four-Diamond Restaurants: Scarpetta, Hakkasan, Gotham Steak and sbe's portfolio of hotel and restaurant brands: SLS, The Raleigh, The Redbury, The Townhouse, Bazaar by Jose Andres, Fi'lia by Michael Schwartz, Katusya, Cleo, K Ramen, The Restaurant at the Raleigh and Hyde Beach Kitchen + Cocktails.

After starting her career in Public Relations, Ms. Viadero quickly found her niche in Hospitality Marketing.

Throughout her four-year tenure at Fontainebleau Miami Beach, Ms. Viadero held various leadership positions, guiding the overall marketing strategy and overseeing two new restaurant concept launches: Michael Mina 74 and StripSteak by Michael Mina. Her digital marketing initiatives, strategic implementation of the resort's custom website and CRM platform garnered significant attention awarding her the title of Team Member of the Year in 2013.

Most recently, Ms. Viadero served as the Regional Director of Marketing for sbe's Miami Region overseeing five hotels and seven restaurant brands with a focus on the strategy and execution of their marketing and public relations initiatives aimed at driving direct revenue and increasing brand awareness.

Ms. Viadero earned a Masters' Degree from Florida International University's Chaplin School of Hospitality Management and a Bachelor of Science in International Business and Marketing from Barry University. She currently serves on Barry University's Young Alumni Committee and is an active booster to the Women's Rowing Team.


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

Ms. Viadero can be contacted at 786-279-6533 or vviadero@turnberry.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.