Editorial Board   Guest Author

Ms. Zoba

Holly Zoba

Senior VP of Sales - Hospitality, Signature Worldwide

As Signature Worldwide's senior vice president of sales, Holly Zoba is responsible for leading the sales efforts in the hospitality industry. Ms. Zoba joined Signature in this role in January 2010 with more than 20 years of sales and marketing management experience. Ms. Zoba is an accomplished leader known for maintaining strong customer relationships, sourcing new business and determining best-fit solutions for clients. She also has in-depth experience in training, developing and coaching talent. Prior to her role as senior vice president, Ms. Zoba was the director of business development in the central United States for Milestone Internet Marketing. Before that, she worked with Signature for three years where she was consistently the top seller in the hospitality division and held the position of national sales director. Ms. Zoba has also worked as a hotel general manager, corporate director of sales and marketing, and director of business development for her own website design company. Ms. Zoba holds a bachelor's degree from Catholic University and is an allied board member of the Ohio Hotel & Lodging Association. She also has received executive education and sales training from the University of Virginia, Darden School.

Please visit http://www.signatureworldwide.com for more information.

Ms. Zoba can be contacted at 614-766-5101 or hollyzoba@signatureworldwide.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.