Editorial Board   Guest Author

Ms. Griffin

Patricia Griffin

President & Founder, Green Hotels Association

Patricia Griffin is an avid traveler, and a self-appointed cheerleader for all "green" hotels. She has worked for a Howard Johnson Hotel in the back office, and for a Hilton Hotel at the front desk. She is enthusiastic about protecting our environment through simple, good practice methods.

Ms. Griffin is interested in encouraging the greening of the hospitality industry by informing not only hoteliers, but also travel agents, meeting planners, tour guides, business and pleasure travelers and government agencies.

Ms. Griffin is a graduate of The University of Texas at Austin with a Business degree. "Green" Hotels Association is the proud winner of the 2001 American Society of Travel Agents' Environmental Award. The Association is an Endorser Member of the US EPA's WAVE and WasteWi$e.

Ms. Griffin is a Partner Member of Green Seal, Inc., Co-Op America, the Green Builder Program and Professional Association of Innkeepers International. She was active for 5 years as a coach for the Women Business Owners Roundtable program at Houston's SBDC (Small Business Development Center.)

Ms. Griffin has been a docent at a local nature sanctuary for at least 5 years. "Green" Hotels Association brings together hoteliers interested in saving water and energy, reducing solid waste in order to protect the beautiful destinations we all love to visit. Ms. Griffin and "Green" Hotels Association have been featured on a CNN telecast, and a number of national and international radio broadcasts. Newspaper and print media attention have been exceptional.

Ms. Griffin is a frequent speaker, and has a very important message to share with hoteliers, meeting planners and environmental groups in particular. Among other destinations, she has traveled to Florida, Washington, the Dominican Republic, Hawaii, Minnesota, New Jersey, Florida, Delaware and Wisconsin to speak on conserving and saving within the hospitality industry.

Ms. Griffin can be contacted at 713-789-8889 or green@greenhotels.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.