Editorial Board   Guest Author

Mr. Pardon

Nicholas Pardon

President & Chief Executive Officer, The Discoverer Network

Nicholas Pardon serves as CEO of The Discoverer Network and its parent company, Inboxlab, the leader in building email-centric brands and developing meaningful relationships via the inbox. Mr. Pardon drives the vision of inspiring discovery across the network's affiliated, travel-focused brands and is responsible for leading each brand's growth and expansion into niche industries.

Since founding Inboxlab and The Discoverer Network, Mr. Pardon's leadership has propelled the network's brands into strong and robust leaders in targeted, data-driven media publishing. An award-winning innovator with nearly two decades of specialization in digital media, Mr. Pardon has enjoyed success in executive, entrepreneurial, advisory and board-level roles for email-focused companies and organizations.

Some of Mr. Pardon's landmark achievements include: reaching more than 20 million job seekers monthly at Career Centric, a digital marketing agency previously led by Mr. Pardon; growth hacking a robust community of travel influencers reaching a combined audience of over 2 million subscribers to The Discoverer; and building an effective platform in Seeqr that works in tandem with The Discoverer to drive travelers through the booking funnel, giving travel providers exposure to new audiences and new revenue streams.

Mr. Pardon continues to oversee The Discoverer Network, making it the go-to choice for engaging with travelers for the company's clients including such acclaimed companies as Travelzoo, G Adventures, TourRadar, and more. With 94,000+ subscribers that have more than 10,000 followers on Instagram, The Discoverer solves the travel influencer puzzle by combining social media strategies and modern personalization.

Today, Mr. Pardon continues to lead Inboxlab and The Discoverer Network's brands. Celebrating its most recent milestone, the network's flagship brand, The Discoverer, surpassed 2.2 million subscribers and 1 million highly engaged fans across its social media channels.

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

Mr. Pardon can be contacted at +1 305-491-0512 or hello@thediscoverer.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.