Editorial Board   Guest Author

Ms. Meledo

Caroline Meledo

Director Corporate Responsibility & Human Rights, Hilton

Caroline Meledo drives Hilton's 2030 Travel with Purpose Goals to redefine sustainable travel. She is responsible for strategy and partnerships across destination stewardship, local sourcing, cool food and inclusive growth across Hilton's portfolio of 5,700 hotels in 113 countries.

Ms. Meledo established Hilton's corporate responsibility function for Hilton's Europe, Middle East and Africa region when she joined the company in 2013 at their London offices. She developed the regional strategy, established the governance and led team member and leadership engagement across the region's 57 countries. She had a particular focus on innovative partnerships for refugee engagement, soap recycling, and sustainable food.

Ms. Meledo is also Hilton's global lead on human rights including strategy development, embedding human rights due diligence across operations, supply chain and communities, leading industry collaboration and establishing cross- sector partnerships.

Previously, Ms. Meledo was part of the Corporate Responsibility team at Sodexo UK & Ireland, driving the sustainable food agenda and innovative partnerships across public and private client segments covering over 35,000 employees. In 2009, Ms. Meledo was part of the team of the UN Special Representative for Business and Human Rights, providing gender expertise to the development of the UN Guiding Principles on Business and Human Rights.

Ms. Meledo earned her Masters of Arts degree in International Relations, International Economics and International Law from the School of Advanced International Studies (SAIS), Johns Hopkins University. She also has a double Diploma in Political Science from the Institut d'Etudes Politique in Lille, France (Sciences Po), and the Westfaelische Universitaet Muenster, Germany.

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

Ms. Meledo can be contacted at +1 703-847-5000 or caroline.meledo@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.