Editorial Board   Guest Author

Mr. White

Brandon White

Director of Revenue Management, The Hotel Group

Brandon White of The Hotel Group brings over 15 years of experience in the hospitality industry. As Director of Revenue Management, Mr. White oversees a team of Regional Revenue Managers whose focus is on maximizing profitability for The Hotel Group's portfolio of hotels and restaurants.

The Hotel Group (THG) is a nationally recognized leading hotel management and investment company. Since its inception in 1984, THG has managed and/or owned over 125 properties in 25 states representing over 20 brands, directed the design and construction of nearly 50 new hotels, and completed the acquisition of nearly $200 million in private investment through the Hotel Group Opportunity Funds. Ranging from select-service hotels in suburban communities to full-service hotels in large metropolitan markets, The Hotel Group focuses is on connecting with the right partner, preferred brands and in dynamic and growing markets.

Mr. White is skilled in many areas including analyzing Smith Travel Research (STR) data, a recognized hospitality reporting system, and Travelclick, a hotel reporting system utilized to measure trends in hotel markets. He has extensive experience working with major U.S. hotel brands such as Marriott International, Hilton, InterContinental Hotels Group, Hyatt, Radisson, Choice Hotels and Wyndham Hotels and Resorts which provides specialized and valuable insight.

Mr. White worked for multiple Hulsing Hotels properties prior to joining THG's Crown Plaza Kansas City Downtown in 2010 and being promoted into a revenue management role. During his tenure with The Hotel Group Mr. White has directly overseen the growth of 18 hotels and helped to make them to top earners in their respective markets.

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

Mr. White can be contacted at +1 425-771-1788 or bwhite@thehotelgroup.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.