Editorial Board   Guest Author

Mr. Creytens

Johan Creytens

Owner & General Manager, Hotel Heritage, a Relais & Chateaux Property

Johan Creytens is the General Manager and Owner of the boutique luxury Hotel Heritage, a Relais & Chateaux property located in the heart of the charming city of Bruges, in Belgium. Mr. Creytens and his wife, Isabelle, purchased the hotel in 1992, and renovated the historic 1800's mansion into the award winning 24-room hotel it is today. Mr. Creytens studied Architectural design with many years of experience as a project manager of Hotel projects. His skills were further fine-tuned with several marketing and management courses. He still wanted more and finally made his own hotel project. It became a state of the art renovation of a beautiful mansion house in Bruges into a boutique hotel. His hotel management skills were updated at the Cornell University with a post-graduate degree in Hotel Marketing.

Mr. Creytens can be contacted at +32 50 444 444 or johan.creytens@hotel-heritage.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.