Editorial Board   

Mr. Haley

Victor P. Haley

Partner, Sutherland, Asbill & Brennan LLP

Victor P. Haley is a Partner at the Atlanta office of law firm Sutherland, Asbill & Brennan LLP. Victor practices in the hospitality, golf course and resort area. Victor regularly represents large hotel operators and hotel owners in connection with hotel acquisitions, dispositions and development throughout the Americas and the Caribbean. He has recently represented InterContinental Hotels Group in connection with its investment in the Cayo Largo Resort development in eastern Puerto Rico, its acquisition of the former Ritz-Carlton on Central Park South in New York and its acquisition of the historic Stephen F. Austin Hotel. In addition, Victor has assisted InterContinental Hotels Group in the development of new hotels and resorts in Miami, Minneapolis and Puerto Rico and has extensive experience in negotiating hotel operating agreements both for hotel owners and operators. He is a member of the Urban Land Institute and regularly speaks at legal education and industry forums on hotel acquisitions, development and operating issues.

Mr. Haley can be contacted at 404-853-8302 or victor.haley@sablaw.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.