Editorial Board   Guest Author

Ms. Phillips

Luna Phillips

Shareholder, Gunster LLP

Luna Phillips is a Florida Bar board certified Gunster shareholder who practices in the area of environmental, administrative and governmental law. She leads the firm's Environmental practice.

Prior to joining the firm, Ms. Phillips was a senior attorney for the South Florida Water Management District and the Florida Department of Environmental Protection.

Ms. Phillips practices exclusively in the area of water and natural resources law before state and federal agencies. Her practice includes assisting large scale developers, agricultural entities, public and private companies, as well as individuals in a wide range of water related issues. Her experience ranges from water quality regulations such as TMDLs, to environmental resource permitting, to water use permitting, to sovereign state land and listed species approvals.

In addition, Ms. Phillips actively works on Everglades related restoration issues in south Florida involving complex restoration agreements with governmental entities and water quality and supply regulations. She provides more than two decades of experience in administrative law and litigation before the Division of Administrative Hearings (DOAH), as well as in rulemaking, public records and Sunshine law.


Ms. Phillips can be contacted at 954-712-1478 or lphillips@gunster.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.