Editorial Board   Guest Author

Ms. Devlin

Lisa Devlin

Attorney, Devlin Law Firm

Lisa Sommer Devlin has practiced law since 1984, and has concentrated in hospitality law for over 25 years. She negotiates contracts, provides legal training for sales staff and handles convention and meeting related litigation nationwide for major hotel companies, and many independent hotels.

In 2002, Ms. Devlin was named one of the 25 most influential people in the meeting industry by Meeting News magazine. In 2006, the magazine gave her the honor her again, stating: "More than anyone else, she is the legal voice for the industry."

She has served as a member of the Legal Advisory Counsel and on the Contracts panel for the APEX Initiative sponsored by the Convention Industry Council, and was President of the Academy of Hospitality Industry Attorneys 2012-2014. In 2015, Meetings and Conventions magazine included her in its "M&C's Top 25 Women in the Meeting Industry."

Ms. Devlin has published numerous articles on hospitality related topics, including being the primary drafter of the American Hotel & Lodging Association's meeting planner brochure, "Meeting in the Middle."

Ms. Devlin is a sought-after speaker and trainer. She has spoken at events sponsored by Meetings Professional International, Professional Convention Management Association, Exhibitor Show, Hotel Sales and Marketing Association International, Society of Government Meeting Planners, Conference Direct, Experient, Collinson Media (now Connect Meetings), Elite Meetings Alliance, and many others, and served as adjunct faculty for Arizona State University's Professional Meeting Manager's Partnership program. PCMA named her one of its "Best in Class" speakers for 2012.

The State Bar of Arizona has asked her to serve as faculty for many years at a number of its Continuing Legal Education seminars, including its Trial College and Professionalism events.

Ms. Devlin attended the University of Iowa where she received her B.S. in 1981 in Anthropology and Journalism with High Distinction, Phi Beta Kappa; and her Juris Doctor in 1984, also with High Distinction, and Order of the Coif.

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

Ms. Devlin can be contacted at +1 602-522-2793 or lisa@devlinfirm.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.