Editorial Board   Guest Author

Mr. Clough, MAI

Rod Clough, MAI

President - Americas , HVS

As President of HVS Americas, Rod Clough brought together all U.S. Consulting & Valuation offices under common ownership and has revolutionized the way the company is led and managed. Mr. Clough oversees strategy execution for HVS throughout all its Americas locations and divisions.

HVS is the nation's leading consulting firm that is laser focused on the hospitality sector. The firm provides expertise through every phase of ownership across a wide range of hospitality assets. We help clients succeed in the complex consulting arena, from feasibility studies to exit strategies and everything in between.

Mr. Clough's tenure with HVS spans almost 25 years, during which time he has played an important role growing the company from a handful of locations across the Americas to 40. He has done this primarily by fostering an extraordinary corporate culture built on a foundation of excellence, service, and appreciation.

Mr. Clough is a Designated Member of the Appraisal Institute (MAI) and a state-certified general appraiser. His consulting experience encompasses all hotel property types and brand segments, including convention center headquarters hotels; resorts and full-service hotels; select-service hotels; limited-service and extended-stay hotels.

In 2007, Mr. Clough coordinated the appraisals of nearly 200 properties associated with the $26-billion sale of Hilton Hotels to The Blackstone Group, an unprecedented transaction in the history of the international lodging industry and, to date, the largest assignment undertaken by the firm.

Mr. Clough also spearheaded the re-launch of HVS Brokerage & Advisory (U.S. division) in 2018 and continues to innovate the way HVS does business every day.

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

Linkedin Profile: https://www.linkedin.com/in/rod-clough-mai-6986a410/

Mr. Clough, MAI can be contacted at +1 214-629-1136 or rclough@hvs.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.