Editorial Board   Guest Author

Ms. Phillips

Molly Phillips

Manager of Corporate Social Responsibility, Pan Pacific Hotel Seattle

Molly Phillips began her career in hospitality as Concierge for Four Seasons Hotel Philadelphia. She was a founding member of the “Green Team” for the hotel and achieved many successes in this area for the hotel; starting a hotel-wide recycling and composting program and working with Engineering Dept. on energy saving initiatives. In 2006, the hotel was awarded “Recycler of the Year” by the Greater Philadelphia Commercial Recycling Council. Ms. Phillips moved to Seattle and began working for Kimpton Hotel Group in 2007. After completing a degree in Sustainable Business, she was named Manager of Sustainable Partnerships for all three Seattle Kimpton hotels. She created a pilot program to set companywide standards and metrics for monitoring the hotel's environmental footprint and represented the company on panels, roundtable discussions and press interviews. The pilot program was then adopted company-wide to provide footprint analysis for guest rooms and meetings. Ms. Phillips joined Pan Pacific Hotel Seattle in 2010 as Manager of Corporate Social Responsibility. She created and is evolving the PanEarth Program to explore and improve upon all aspects of their environmental and social sustainability. Ms. Phillips was born and raised in Pittsburgh, PA and graduated with a B.A. in Communications / Media from Indiana University of Pennsylvania. In 2008, she graduated from Bainbridge Graduate Institute with a degree in Sustainable Business.

Ms. Phillips can be contacted at 206-323-3733 or molly.phillips@panpacific.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.