Editorial Board   Guest Author

Ms. Carlen

Jill Carlen

Global Director of Spa Brands, Hilton Hotels & Resorts

Jill Carlen is the Global Director of Spa Brands at Hilton Hotels and Resorts overseeing the spa concepts and strategies for all Hilton brands including Hilton, Embassy Suites, Doubletree, Conrad, Tapestry, the iconic Waldorf Astoria and the newest hotel brand, Signia Hilton.

Having spent almost two decades in the Spa and Hospitality industry, Ms. Carlen now applies her operations experience with her creativity and passion for wellness to provide hotel guests with the most innovative and exceptional experiences.

As an exchange student in high school, Ms. Carlen lived near a lavender farm in France. It was during this time where she learned about the healing properties of lavender, marking the beginning of a lifelong passion for wellness. Ms. Carlen would move to New York City later in life, where her love of everything spa led her to work in some the city's most renowned Spas including Exhale, Bliss, The St. Regis New York and The Deepak Chopra Center. In addition, she launched multiple spas and wellness facilities while working at the prestigious consulting firm Lexi Design.

Ms. Carlen then went on to run The Ritz-Carlton, Toronto, winning Travel + Leisure's World's Best Hotel Spa Award. Ms. Carlen then took her years of experience in operations to her next adventure of launching L'OCCITANE spas all over North America in luxury hotels. She has been a frequent contributor to multiple publications including Elle Canada on line, Preferred Magazine, Sharp magazine and several beauty and wellness blogs.

Ms. Carlen holds a BFA from Florida State University and is a board member of the International Spa Association.

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

Ms. Carlen can be contacted at +1 703-883-6992 or jill.carlen@hilton.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.