Editorial Board   

Mr. Luciani

Doug Luciani

Chief Associate, PRofit from PR - Public Relations & Marketing

Doug Luciani leads PRofit from PR - Public Relations and Marketing. Focusing on media relations, marketing communications, e-marketing strategies and media training, the Orlando based firm specializes in the hospitality, travel and tourism industries. PRofit from PR's client roster includes hotels and resorts across the United States, and also features businesses in the fields of technology, healthcare, security, real estate and corporate training. As a result of his leadership and success with PRofit from PR, Luciani also serves as the Vice President of Public Relations for Dickinson & Associates Advertising & Marketing and Chief Communications Officer for Florida Vacation Auction. Before launching PRofit from PR, Luciani worked as the public relations manager for MeriStar Hotels & Resorts, (now Interstate Hotels & Resorts after a merger) the nation's largest hotel management company. In that role, he worked to gain publicity and generate revenue for a variety of property types including golf, beachfront, spa, ski and tennis resorts. Prior to joining MeriStar, Luciani served as a public relations representative for VISIT FLORIDA, the Sunshine State's official tourism promotion corporation. In addition to public relations experience, he has nearly six years of experience as a broadcast journalist, anchor and talk show host. Luciani worked for both television and radio stations throughout Florida and Louisiana. During that time, he had the privilege to cover a variety of news and sports stories. As a result he has interviewed and interacted with local characters, national newsmakers, and sports figures. Luciani's work has been recognized with a number of Florida Public Relations Association Image Awards and several broadcasting awards. PRofit from PR and its client Hawk's Cay Resort celebrated their combined success by capturing top honors from Visit Florida, the state's official tourism marketing corporation, at the 2005 Governor's Conference on Tourism. The team took home the Flagler Award's Best in Show for its budget category. The award recognizes the resort^a's marketing efforts, including public relations, promotions, advertising, and collateral. Luciani has been an invited guest speaker to a number of public relations and business marketing seminars and has led media training seminars approved for continuing education credits by the Florida Bar Association. His work has been recognized with a number of Florida Public Relations Association Image Awards and several broadcasting awards. A graduate of the University of Florida, he is a member of the Florida Public Relations Association, Public Relations Society of America and several regional business development organizations.

Mr. Luciani can be contacted at 407-719-6102 or doug@profitfrompr.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.