Editorial Board   Guest Author

Ms. Leffet

Chelsey Leffet

Director, HVS

Chelsey Leffet is Director and leader of the Washington, D.C. Consulting and Valuation office. HVS Consulting & Valuation has over 40 office nationwide. Ms. Leffet has appraised hundreds of hotels in the Mid-Atlantic region, including Washington, D.C. and in major Beltway markets.

Before joining HVS in Wilmington, Delaware in 2012, Ms. Leffet served in guest services, operations, and hospitality roles at ARAMARK Higher Education; Lighthouse Resort Services in Corolla, North Carolina; the Columbus Inn in Wilmington, Delaware; and the Bellmoor Inn and Spa in Rehoboth Beach, Delaware.

Ms. Leffet graduated magna cum laude with a BS in Hospitality Management, minoring in Business Administration, and earned a Master's in Business Administration, from East Carolina University. Having gained operational and front-line experience, She desired to switch to the investment and financial side of the hospitality industry following her educational career.

Ms. Leffet completed over 400 hours of educational coursework and 3,000+ experience hours to become a certified general appraiser in 2015. She now holds licenses in the District, Maryland, Virginia, and West Virginia. During her time at HVS, she has published articles on the dynamics of the most prominent Mid-Atlantic hotel markets, including Washington, D.C., Baltimore, Philadelphia, Annapolis, and Wilmington.

Ms. Leffet is immersed in the lodging and real estate industry in Washington DC, participating annually in the Bisnow Lodging Investment Summit (BLIS East), as well as attending other local real estate group gatherings, as well as her involvement in panel discussions related to career development and hotel branding. She helps lead and organize a number of networking and educational events for the Washington D.C. Hospitality Real Estate Society (The HRES).

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

Ms. Leffet can be contacted at +1 +1 (302) 740-2772 or cleffet@hvs.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.