Editorial Board   

Mr. Guaracino

Jeff Guaracino

Vice President, Communications, Greater Philadelphia Tourism Marketing Corp

Jeff Guaracino is vice president of communications for the Greater Philadelphia Tourism Marketing Corporation (GPTMC), a position he assumed in 2006. In his role, Guaracino manages national and regional communications, the visiting journalist program, content development and corporate communications. He specializes in communications programs to African-American, Hispanic, Canadian and gay and lesbian travelers. The Greater Philadelphia Tourism Marketing Corporation (GPTMC) makes Philadelphia and The Countryside(R) a premier destination through marketing and image building that increases business and promotes the region's vitality. Guaracino joined GPTMC in 2001 as director of communications. He is part of the team at GPTMC that created the internationally recognized gay tourism campaign, Philadelphia - Get Your History Straight and Your Nightlife Gay(R). This ground-breaking campaign has won GPTMC top awards in the travel, public relations and advertising industries. Elseiver, an international book publisher, invited Guaracino to write the first book on gay tourism marketing called Gay and Lesbian Tourism: The Essential Guide for Marketers, which was released in 2007. Active in the community, Guaracino was appointed by Philadelphia Mayor John F. Street to serve on the Mayor's Commission on Children. He also serves as vice president of the Philadelphia Gay Tourism Caucus, an organization he co-founded in 2002. His public service has been recognized by the American Heart Association with the "Rookie of the Year Award" and by the AIDS Coalition of Southern New Jersey with the "President's Award." In 2003, the Philadelphia Public Relations Association recognized his work with the "PPRA Fast Track Award," and Philadelphia Magazine named Guaracino one of 22 people to watch. A Philadelphia region native, Guaracino was raised in New Jersey and currently resides in the Old City section of Philadelphia. He earned a Bachelor of Arts degree in communications from Rowan University in Glassboro, New Jersey.

Mr. Guaracino can be contacted at 215-599-2290 or jeff@gptmc.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.