Editorial Board   Guest Author

Mr. Caswell

Bill Caswell

Principal, Hospitality Practice Leader, North Highland

Bill Caswell is a principal with North Highland and serves as the firm's Hospitality practice leader. He has more than 30 years of industry experience in hospitality, vacation ownership, sales, marketing and technology.

Mr. Caswell has broad expertise that includes strategy development, organizational change management, consumer engagement, acquisition and loyalty strategy, program and project management, hospitality start-up operations, sales force management, satisfaction assessments, training design and implementation, service level management and performance measurement.

Prior to joining North Highland, Mr. Caswell worked and consulted with some of the major players across the hospitality industry, including The Ritz-Carlton Hotel Company, Loews Hotels and Resorts, Starwood Hotels and Resorts, Wyndham Wordwide, ANA Hotels and Kimpton Hotels.

North Highland is a global management consulting firm known for helping clients solve their most complex challenges related to customer experience, performance improvement, technology and digital, and transformation. Working with clients across a myriad of industries, North Highland has provided expert services to organizations and enterprises alike in the hospitality, financial services, retail and consumer products, healthcare, life sciences, transportation - both private and public sector - and philanthropy industries, among several others. North Highland adds value and supports clients across the full spectrum of consulting. From early planning and strategy to delivery of the final product or service, the consultancy brings big ideas and then makes them a reality.

As an employee-owned firm headquartered in Atlanta, GA, North Highland currently employs more than 3,000 consultants worldwide and has 70 plus offices around the globe, including the Americas, Europe and Asia.

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

Mr. Caswell can be contacted at +1 321-214-6009 or Bill.Caswell@northhighland.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.