Editorial Board   Guest Author

Mr. Kmiec

Jeff Kmiec

President & Managing Director, The Greenbrier

Jeff Kmiec joined The Greenbrier in August 2009 as vice president of sales and marketing and was quickly promoted to vice president and managing director by resort owner Jim Justice. In 2010, Mr. Kmiec led the resort's team through events such as the grand opening of the Casino Club and the inaugural Greenbrier Classic. Also under his leadership, The Greenbrier's social and group bookings have set all-time records and continue to grow. Mr. Justice promoted Mr. Kmiec to president and managing director in January 2011. A resident of White Sulphur Springs, West Virginia, Mr. Kmiec is active in numerous industry associations. A member of the board of directors for the West Virginia Hospitality & Travel Association, he is also the Lodging Division President and AHLA Board Representative. He is also on the board of directors for the Greenbrier County Airport Authority and Greenbrier County Convention and Visitors Bureau. Prior to The Greenbrier, Mr. Kmiec was the resort director of sales and marketing for Sawgrass Golf Resort & Spa where he was responsible for the redevelopment, repositioning and implementation of the sales, marketing and public relations efforts. A hospitality sales and marketing veteran, Mr. Kmiec has also served as vice president of sales and marketing for Nemacolin Woodlands Resort as well as its parent company, 84 Lumber. Mr. Kmiec's leadership of the group sales efforts at both Sawgrass and Nemacolin resulted in resort sales records. Sawgrass and Nemacolin also provided him with extensive experience with PGA TOUR events, particularly the 84 Lumber Classic, and have been integral in his leadership of The Greenbrier Classic, a PGA TOUR, FedExCup event.

Mr. Kmiec can be contacted at 304-536-7857 or jeff_kmiec@greenbrier.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.