Editorial Board   Guest Author

Ms. Turner

Kristina Turner

Corporate Director of Ecommerce & Marketing, Paramount Hospitality Management (PHM)

Kristina Turner is the Corporate Director of eCommerce & Marketing for Paramount Hospitality Management (PHM).  In her role, Ms. Turner is responsible for all traditional and digital marketing initiatives including paid media campaigns, public relations, social media, reputation management, customer engagement, and search optimization.  She and her team work to effectively drive awareness and direct bookings to their portfolio of hotels and resorts.   

A passionate and motivated professional, Ms. Turner is an expert who has a deep knowledge of the hotel industry as well as digital media.  Prior to her current position, she served as the Area Director of Marketing for Villas of Grand Cypress and The Grove Resort Orlando, where she oversaw a multi-million-dollar marketing strategy which included online advertising, public relations, social media, website content management, email campaigns, promotional activations and more.  Before that, she spent approximately 20 years with Hilton Worldwide where she worked her way up the ranks.  She eventually became the Director of eCommerce where she led a team of 16 people covering more than 600 independent franchise hotels in Florida, Latin America/Caribbean and the Southeast Atlantic regions.  Ms. Turner began her career in the hospitality industry at the Hilton in the Walt Disney World® Resort.

Throughout her career, Ms. Turner has been recognized for her hard work and dedication.  In 2018, she and her partner agency, were recognized as an Adrian Award Silver Winner at HSMAI for their "Look to Book" Remarketing Campaign. She was nominated for Hilton Worldwide's Circle of Excellence Award for three consecutive years and in July 2014, she was selected as part of Hilton's High Performer program, which targets the top performers in the company. 

Ms. Turner graduated Cum Laude from Everest University in Ft. Lauderdale, Florida where she earned her Bachelor of Science in Business Administration.  

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

Ms. Turner can be contacted at +1 321-593-1416 or kturner@phmemail.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.