Editorial Board   Guest Author

Mr. Poulin

Daniel Poulin

Director, Spa & Fitness North & Central America, Accor

Daniel Poulin is the Director of Spa & Fitness, North & Central America for Accor. Leading the spa, fitness and recreation programs for the entire Accor portfolio in the region since 2014, Mr. Poulin is no stranger to hospitality with a career in the fitness and spa industry that spans over 30 years taking him from Canada to Asia and the Middle East.

Earlier in his career, Mr. Poulin operated the wellness department at a large community center in Vancouver but soon realized that many of the aging members of the community faced with various diseases could not easily and safely benefit from the programs already in place and tailored for younger healthier individuals. Working with various partners in the medical field along with the expertize of his team of fitness professionals, Mr. Poulin developed multiple rehabilitation programs from cardiac to osteoporosis to arthritis and cancer, many still in place today, almost 20 years later.

Often recognized as an innovator and "trends detangler" in the spa and fitness industry, Mr. Poulin's hands on experimental approach to trying practically anything once allows for real life skills that go beyond theories and concepts.

Mr. Poulin holds a Bachelor of Science degree in Kinesiology and a Master of Science degree in Nutrition. He was awarded a prestigious scholarship by the Medical Research Council of Canada to pursue his clinical research evaluating the impact of exercise and caloric restriction on the size and incidence of breast cancer that he then presented at the annual meeting of the American College of Sports Medicine (ACSM).

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

Mr. Poulin can be contacted at +1 416-874-2596 or daniel.poulin@accor.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.