Editorial Board   Guest Author

Mr. Eisen

David Eisen

Director of Hotel Intelligence & Customer Solutions, Americas, HotStats

David Eisen is Director of Hotel Intelligence and Customer Solutions, Americas, for HotStats, a global monthly profit-and-loss data benchmarking platform, which tracks more than 550 KPIs across 70 areas of hotel revenue, cost, profit and statistics. It offers services that include internal and external benchmarking and market reporting.

The HotStats database totals millions of hotel rooms worldwide, with current clients including the global managed portfolios of Marriott International, Hilton, IHG and Hyatt. Mr. Eisen is responsible for business development activity and developing content marketing strategies to drive HotStats' brand awareness and industry expertise.

Prior to joining HotStats, Mr. Eisen served as Editor-in-Chief of the Questex Hospitality Group, which includes Hotel Management magazine. His responsibilities included overseeing content direction for the magazine and website, and leading content creation for events and conferences that fell under the Questex umbrella. Prior to Questex, he was hotel editor at Business Travel News.

Before entering the hospitality industry, Mr. Eisen, fulfilling his lifelong passion in sports, worked at The Associated Press in New York on the media company's sports desk. His biggest achievement was covering a New York Knicks game at Madison Square Garden, where he wrote the national game story.

Mr. Eisen has a master's degree in hospitality industry studies from New York University's Jonathan M. Tisch Center for Hospitality and Tourism. He frequently participates on panels and roundtable discussions on myriad global hospitality industry trends and topics.

Please visit https://www.hotstats.com for more information.

Mr. Eisen can be contacted at +1 201-611-7386 or david.eisen@hotstats.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.