Editorial Board   Guest Author

Ms. Vaughan

Dianna Vaughan

Global Head & Senior Vice President, All Suites Brands by Hilton

Dianna Vaughan is the global head and senior vice president of the All Suites brands, Hilton's brand category encompassing Embassy Suites by Hilton, Homewood Suites by Hilton and Home2 Suites by Hilton.

In her role, she is responsible for the strategic direction, performance and growth of the more than 1,000 properties that comprise the All Suites brands' footprint, which represent one of the largest portfolios of all-suites inventory in the world.

Most recently, Ms. Vaughan served as the global head and senior vice president of DoubleTree by Hilton. Additionally, Vaughan led the launch and brand strategy behind Hilton's two full-service collection brands: the award-winning Curio Collection by Hilton and newly-launched Tapestry Collection by Hilton.

A 20-year hospitality veteran, Ms. Vaughan has held several leadership positions with the company. At the hotel level, she served within many departments including food and beverage, finance, sales & marketing and general manager. Taking her on-property experience to the corporate level, she took on brand leadership positions, overseeing revenue management, Brand Performance Support, and marketing for the Hilton Hotels & Resorts, DoubleTree by Hilton and Embassy Suites by Hilton brands.

Ms. Vaughan has also served in multi-brand leadership roles as vice president of marketing for Hilton's portfolio of brands as well as creating the global Hilton Honors marketing promotions team.

Ms. Vaughan has also worked with Hilton's CEO and CHRO to lead global culture initiatives, including the Diversity & Inclusion and Team Member Resource groups.

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

Ms. Vaughan can be contacted at +1 901-374-6427 or dianna.vaughan@hilton.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.