Editorial Board   Guest Author

Ms. Pizzinato

Elizabeth Pizzinato

Senior Vice President, Marketing & Communications , Four Seasons Hotels & Resorts

Elizabeth Pizzinato is responsible for global digital marketing, social media, marketing communications, public relations, corporate communications and reputation management on behalf of the Four Seasons brand. With an ever-expanding portfolio of hotels in more than 35 countries, building the brand's reputation and leadership in the luxury sector through strategic marketing activities is both challenging and rewarding. “I started my career in retail operations many years ago, and gained a real appreciation for the work and attention to detail that make great customer service possible,” says Ms. Pizzinato. “Four Seasons, with its combination of quality, top talent and a passion for excellence, is a dream brand to promote, because it truly does bring the best to bear in creating memorable experiences for our guests the world over; experiences that are rooted in an exceptional service culture.” Her scope of responsibility encompasses the company's brand-level communications activities in interactive, digital, advertising, promotions, direct marketing, and the Four Seasons magazine and newsletters. Ms. Pizzinato also oversees strategic media relations outreach; crisis management; corporate social responsibility initiatives and reputation management. Ms. Pizzinato joined Four Seasons in 1999 from Hill & Knowlton Canada, where she was Vice President and Practice Leader for the Marketing Communications group. Prior to Hill & Knowlton, she was an Account Director with Strategic Objectives Inc., an award-winning consumer media relations boutique agency. Ms. Pizzinato began her marketing career managing media and employee communications for a women's wear retail chain. Ms. Pizzinato graduated from Ryerson University with a business degree in retail management. Before focusing on communications and public relations, she worked in operations as a sales trainer and sales manager in the retail sector. When she's not at the airport suffering through another security line, Ms. Pizzinato lives in Toronto with her husband. Her favourite pastimes include cooking up a storm for family and friends, reading the Sunday papers, and spending time in the garden.

Ms. Pizzinato can be contacted at 416-441-4440 or elizabeth.pizzinato@fourseasons.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.