Editorial Board   Guest Author

Ms. Holloway

Tracey Holloway

Vice President of Human Resources, Stanford Hotels Corporation

Tracey Holloway is vice president of human resources for Stanford Hotels Corp., a San Francisco-based company specializing in the management, ownership and development of full-service hotels. Holloway is responsible for overseeing all human resource affairs for Stanford's 2,800 employees and Cresleigh Homes Group, an affiliate of Stanford, specializing in the development and construction of residential homes in California and Arizona. Holloway oversees all employee relations, legal issues, compliance issues, benefits and workers compensation. Holloway is a Certified Human Resources Executive with 14 years of experience. She began her career with Macy's/Federated Department Stores, and during her tenure was involved with all six acquisitions and mergers involving Bullocks, Broadway, Imagnin, Macy's West/East and Federated. In 1998 she joined Kimpton Hotels and Restaurants and was instrumental in building the company culture, including Kimpton University Training Program, College Recruiting Program, Housekeeping Olympics and Sabbatical Program. The company grew from 20 hotels to 40 over the course of her employment. She has been a member of the Chamber of Commerce, Northern California Human Resources Association, Society of Human Resources Managers and has served on the Hospitality Advisory Board and San Francisco State University for five years.

Ms. Holloway can be contacted at 415-398-3333 or tholloway@stanfordhotels.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.