Editorial Board   

Mr. Burchard

Shaun Burchard

President, Meridian Hospitality Group, Inc.

Shaun Burchard, a hotel professional since 1986 and a Certified Hotel Administrator, is President and Operating Partner of Meridian Hospitality Group, Inc., a hotel performance company delivering superior hotel results since its formation in 2004. Mr. Burchard and his partners at MHG have built the company from a single distressed hotel to operating more than 26 hotels across the country including brands with Hilton, Marriott, IHG, Choice, and Best Western. Meridian Hospitality Group is successful as a result of its entrepreneurial approach and a relentless commitment to outperforming the competition at every opportunity. Meridian Hospitality Group is built on the principles of smart hard work, objective measurement of meaningful metrics and developing ownership in the outcome at all levels. Originally from New York and now based in the Midwest, Mr. Burchard has spent the last 20+ years building success across the full spectrum of hotels from select service through luxury brands throughout the United States. Mr. Burchard's career, before forming Meridian Hospitality Group, consisted of a balance of positions dedicated to both Operations and Sales & Marketing, allowing him to bring a unique focus and level of expertise to MHG's investment partners and managed properties. Strong beliefs in direct effective communication and transparency in day-to-day decision-making are key drivers in the successful growth of Meridian Hospitality Group.

Mr. Burchard can be contacted at 618-531-5177 or sburchard@shaunburchard.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.