Editorial Board   Guest Author

Ms. Farmer

Cate Farmer

General Manager, Margaritaville Hollywood Beach Resort

Industry veteran Cate Farmer is the general manager of the flagship Margaritaville Resort in Hollywood Beach Florida. With more than two decades of hospitality industry experience, Ms. Farmer has held executive positions within Margaritaville Resorts, Morgans Hotel Group and Marriott International.

Named HSMAI's South Florida General Manager of the Year and Business Woman of the Year by the Greater Hollywood Chamber of Commerce, Ms. Farmer is a leader in the community and industry. Actively involved in creating benchmarking sustainability practices for the lodging industry, she also works closely with the City of Hollywood, Hollywood Beach and Greater Fort Lauderdale business and philanthropic communities, serving on several boards and associations.

Ms. Farmer attended the University of Wisconsin where she received a B.A. in Journalism and Political Science.

Please visit http://mhbr.com for more information.

Ms. Farmer can be contacted at +1 954-874-4446 or cfarmer@mhbr.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.