Editorial Board   Guest Author

Mr. Gancos

James Gancos

Chief Executive Officer & Founder, The Guestbook

James Gancos is a seasoned hotel executive and innovator in the revenue management, distribution, and loyalty disciplines. He has been moderator, panelist, and presenter at countless industry events, including the Direct Booking Summit, Revenue Strategy Summit, Eye for Travel, Independent Lodging Congress, and Revenue Optimization Conference.

Mr. Gancos is currently CEO & Founder of The Guestbook - an holistic direct booking conversion, loyalty, and distribution platform for over 600 hotels that utilizes cash rewards to drive meaningful business results. Mr. Gancos and his team at The Guestbook recently launched a sister service, Gopher, that works for any hotel. Gopher is a Chrome extension that pops up on major OTAs with a link to the respective hotel's own booking engine with a “guaranteed better deal” through a combination of rate and cash rewards.

Prior to founding The Guestbook, Mr. Gancos held General Manager positions at the W Los Angeles, W Istanbul, and Planet Hollywood Resort & Casino in Las Vegas as well as Hotel Manager positions at the Sheraton Seattle and Sheraton Kauai Resort in Hawaii.  In addition, he served as North America Director of Operations for Starwood for three years working directly for the divisional President on all aspects of division management.  He has served on the board of the Hotel Association of Los Angeles and represented hotels for multiple corporate IT, revenue management, and loyalty projects.

Prior to Starwood, Mr. Gancos worked as a Senior Consultant for Ernst & Young specializing in business process reengineering and IT-enablement projects for fortune 500 companies across multiple industries. 

Mr. Gancos graduated Cum Laude from Duke University with a Bachelor of Science in Economics and holds an MBA from the Harvard Business School.  

 


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

Mr. Gancos can be contacted at 323-538-0002 or james@theguestbook.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.