Editorial Board   

Mr. Pedersen

Glenn Pedersen

President, Encore Enterprises

Glenn Pedersen began his career as President of Pineapple Management Services in 1994. His responsibilities were to oversee hotel development, construction, design and management, including contract negotiations, guest and employee satisfaction, capital expenditure planning, budgeting and the day-to-day operations of all hotels. Mr. Pedersen has been involved in the hotel industry for over 34 years, starting out his career as a Front Office Manager of the Royal Sonesta Hotel in New Orleans, Louisiana in 1976. Mr. Pedersen began working for Marriott International in 1980 where he was assigned to the New Orleans Marriott full service hotel. After 4 years in the full service hotel Division he opened his first Marriott hotel in Columbus, Georgia, which produced $2.5 million dollars in annual sales in the first year. Mr. Pedersen was later promoted to the Marriott Corporation/Courtyard Division Regional Director of rooms in 1987, where, during the course of 14 months, oversaw the opening of 25 hotels. In November of 1987, Mr. Pedersen was promoted again to Regional Manager of the Courtyard/Fairfield Inn division in Georgia and Alabama, where he supervised the complete strategic and operational responsibility of 29 Courtyard and Fairfield Inns, representing over $75 million dollars in sales. At that time, Mr. Pedersen achieved the highest market share and yield goals in the Southeastern United States, and was one out of only four managers to qualify for Courtyard Division Achievement Forum recognition program in seven-out-of-seven years. Mr. Pedersen is certified in the SRI-Applicant Selector process.

Mr. Pedersen can be contacted at 214-259-7018 or gpedersen@encore.bz

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.