Editorial Board   Guest Author

Mr. Howe

Prentice Howe

VP, Executive Creative Director, Tocquigny

VP, Executive Creative Director at Tocquigny, Mr. Howe champions a culture of fresh ideas and oversees the development of integrated campaigns across a diverse client portfolio. Mr. Howe has nearly twenty years of experience as a writer and creative director, working with some of America's most iconic brands. Having previously worked in Dallas, Los Angeles and Detroit, he relies on his experiences with people from diverse backgrounds to craft authentic connections between brands and consumers. Ideas that make him think, “I wish I'd thought of that” inspire him and drive him to make each project better than the last. Mr. Howe's hotel and spa experience includes marketing work for Hyatt Regency Hill Country Resort and Spa (San Antonio), the W Austin Hotel + Residences (Austin, TX), Horseshoe Bay Resort (Horseshoe Bay, TX), Hotel Nikko (San Francisco), St. Regis Hotel (Los Angeles), Wilshire Grand (Los Angeles), Red Mountain Resort & Spa (St. George, Utah), and Hotel Pattee (Perry, Iowa) and the Dallas / Fort Worth Area Tourism Council. Prior to Tocquigny, Mr. Howe worked at Doner in Detroit. His account experience also includes Minute Maid, Fiat, Serta, JBL, The Dallas Stars Hockey Club, Texas Rangers Baseball, Habitat for Humanity, Anheuser-Busch, Petmate and Activision. He has written for Entrepreneur, BrandFreak, Sports Business Journal and PROMO. Mr. Howe's campaigns have been recognized by Cannes Lions, London International Advertising Awards, the Webby Awards, Communication Arts, Creativity and The New York Times.

Mr. Howe can be contacted at 512-532-2885 or phowe@tocquigny.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.