Editorial Board   Guest Author

Ms. Colbert

Shannon Colbert

Vice President of Sales and Marketing, Endeavor Hospitality Group

As Vice President of Sales and Marketing at Endeavor Hospitality Group, Shannon Colbert is accountable for all areas of hotel sales, brand marketing, revenue generation and revenue management. Coming on board the team in June, she is based out of the company's Manhattan headquarters in Midtown.

Prior to joining Endeavor Hospitality Group in 2018, Ms. Colbert spent five years as the director of sales and marketing for Hazens Group, Pyramid Hotels, a hotel group with over 100 hotels and resorts under their hotel and asset management umbrella. During her time there, she opened and repositioned the Four-diamond Luxe City Center Hotel as a chic boutique hotel in a then fledgling Downtown Los Angeles.

Ms. Colbert had previously honed her hospitality skills in a senior management capacity with Viceroy Hotel Group's Avalon Beverly Hills, and The Ambrose Collection in Santa Monica. She began her hospitality career as a regional group sales manager for Bacara Resort and Spa in Santa Barbara, California.

Ms. Colbert graduated from University of Southern California with a degree in Communication, going on to earn a master's degree in Psychology from Phillips Graduate University.

Ms. Colbert can be contacted at scolbert@endeavorhg.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.