Editorial Board   Guest Author

Mr. Torres

David Torres

Corporate Director of Sales, Excellence Group Luxury Hotels & Resorts

David Torres celebrates his 8th year of working history at Excellence Group Luxury Hotels & Resorts in December 2019. This marks a key milestone in David's 19 years of experience within tourism and hospitality, garnered through invaluable growth at industry-leading organizations and roles.

Mr. Torres's life-long evolution within the tourism sector started from his childhood when his family moved up to pioneer a family owned business in the recently born Cancun. This mere circumstance resulted in his deepest passions to date: the ocean, music, and nature, which ultimately led him to pursue a career that would enable him to enjoy and be close to all of these elements.

Mr. Torres's formal education includes a BS in International Business at the Monterrey Institute of Technology (Mexico), with a specialty in Marketing at California State University at Long Beach (USA), topped with a double Masters degree in Hospitality and Tourism by the University of Perpignan and Vatel Institute, both in France. Honor mentions and academic recognitions at all of these institutions were just a preparation for his later career evolution in leading positions at world-leading organizations such as Sales & Marketing Assistant at Melia Hotels & Resorts' flagship property Gran Bahia del Duque Resort in Tenerife (Canary Islands, Spain), and an eight-year path within Riu Hotels & Resorts with several promotions from Assistant Sales Manager to Corporate Director of Sales & Contracting for Mexico, the Caribbean, and Costa Rica.

Mr. Torres is currently responsible for overseeing the B2B commercial division for Excellence, encompassing the departments and teams of Product Contracting and Partner Marketing for traditional and online wholesalers, Business Development, Revenue Management, Reservations, and Groups Sales & Operations throughout the company's expanding portfolio, currently made up of three brands and seven properties across Mexico, the Dominican Republic, and Jamaica.

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

Mr. Torres can be contacted at +52 998-872-8180 or Dtorres@grupoexcellence.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.