Editorial Board   Guest Author

Mr. Salazar

Fernando Salazar

Vice President, Food & Beverage, Wyndham Hotel Group

Fernando Salazar, a 30 year lodging veteran, was appointed vice president of food and beverage for the upscale Wyndham Hotels and Resorts brand in July 2007. In his role, Mr. Salazar is responsible for the conceptual development and management of food-and-beverage operations for all Wyndham Hotels and Resorts properties. Additionally, Mr. Salazar recently assumed oversight of food and beverage for the select-service TRYP by Wyndham brand. Prior to joining the company, Mr. Salazar was vice president, food and beverage, for Omni Hotels in Irving, Texas, a position he held from 2002 to July 2007. From 1996 to 2002, he was director of operations for individual Omni Hotels, first for the Omni Houston Westside and then, in 1998, for the Omni San Antonio. From 1983 to 1996, Mr. Salazar served in food and beverage positions for Westin Hotels, including director of food and beverage at the Westin Cincinnati and the Westin Williams Center in Tulsa, Okla. He also held various positions at the Westin Galleria in Dallas and the Westin Oaks in Houston, including assistant director of food and beverage, director of restaurants and multiunit restaurant manager. From 1980 to 1983, he was head of service and wine training for Las Brasas, a Colombia-based restaurant management company. He began his career for the St. Moritz Hotel in New York's Central Park, now the Ritz-Carlton New York. Mr. Salazar, a frequent speaker at national conferences on topics related to food and beverage, received the 2010 Silver Plate Award as Hotel Operator of the Year from the International Foodservice Manufacturers Association (IFMA) for his contributions to the industry. The Culinary Institute of America (CIA) proclaimed him Ambassador of the CIA and awarded him the Gold Medal of Honor for creativity, leadership and mentoring efforts. He is a member of the Culinary Institute of America's Latin Cuisines Executive Advisory Council and the HM&LA Food & Beverage Advisory Board. He is also a member of the International Food and Beverage Forum, a group of 50 experts dedicated to the promotion of the industry worldwide and received the group's President's Award in 2009 and 2010 for his contributions to this organization. Mr. Salazar is International Advisor and permanent judge of the renowned Spanish National Tapas Competition and of the Annual International Encounter of Culinary Schools, a competition for culinary students from around the world; both events are celebrated annually in Valladolid, Spain. In November 2010, he was named International Advisor and Universal Ambassador of the International School of Culinary Arts in Valladolid, Spain, as a result of his extensive expertise in the industry. He is based in Wyndham Hotel Group's Parsippany, N.J. offices.

Mr. Salazar can be contacted at 973-753-6590 or fernando.salazar@wyndhamworldwide.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.