Editorial Board   Guest Author

Mr. Gatlin

Douglas Gatlin

Chief Executive Officer, Green Seal

Doug Gatlin is CEO of Green Seal, the nation's premier ecolabel and the first independent organization established to transform the economy for a healthier, greener planet.

One of the world's foremost experts in the design, development and promotion of market transformation programs and environmental certifications, Mr. Gatlin came to Green Seal with two and a half decades of experience working on advances in energy efficiency and sustainability within the building industry.

Mr. Gatlin has held senior leadership positions with both the U.S. Green Building Council's (USGBC's) LEED Program and the Environmental Protection Agency's (EPA's) ENERGY STAR Program. During his tenure at USGBC, he spearheaded the development of standards for existing buildings, schools, the retail sector and hotels, and launched the LEED Volume initiative for large national and global real estate portfolios. He also served as Senior Vice President for LEED Certification and Professional Credentialing at the Green Business Certification Institute (GBCI), a USGBC sister organization.

At EPA, Mr. Gatlin helped create the ENERGY STAR Buildings program, where he launched the first national energy certification program for schools and state and local government buildings. With his extensive technical and policy expertise, he has spoken throughout the nation about leading-edge energy performance in buildings, sustainable corporate portfolios, USGBC's LEED Program, environmental certifications and green products.

Mr. Gatlin holds a B.S. in Political Science from Duke University and an M.S. in Energy and Environmental Policy from Georgetown University.

Please visit http://www.greenseal.org for more information.

Mr. Gatlin can be contacted at +1 202-872-6400 or dgatlin@greenseal.org

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.