Editorial Board   Guest Author

Mr. Hale

Scott Hale

Chief Experience Officer, Brand New Stay

Scott Hale is the founder and Chief Experience Officer of Brand New Stay®; a company specializing in redefining, reimagining and reinventing hospitality venues and the guest experience. Mr. Hale began his career in hospitality overseeing resorts in Kissimmee and Long Key, FL for the Company Operated Properties division of the largest camping brand in the business. Mr. Hale also served as the Director of Inns and Resorts for a prominent Northwest management company, overseeing exceptional properties in breathtaking locations. At Brand New Stay®, the passion is new. New projects, new ideas, new interpretations, new ways to enhance the guest experience and new ways to get things done. From unique outdoor lodgings to distinctive boutique hotels, Brand New Stay® creates authentic, effortless and inspiring experiences that are: local, socially responsible, eco-sensitive and historically mindful.

Currently, Mr. Hale and Brand New Stay® support an iconic waterfront Inn in Friday Harbor, WA. Mr. Hale also founded LEANTO® which helps adventurous guests enjoy unique Luxury Camping experiences in the Northwest. LEANTO® glamping on Orcas Island launched in 2015 and, in addition to receiving wonderful guest feedback, has received plenty of attention from the press. LEANTO® has been mentioned or featured in The Seattle Times, The Wall Street Journal, Sunset Magazine, and Yahoo! Travel.

Mr. Hale holds a Bachelor of Business Administration from the State University of New York and a Certificate in Strategic Hospitality Management from Cornell University. A tireless outdoor enthusiast, Mr. Hale enjoys glamping, hiking, biking, kayaking, fishing, camping, and, of course, exploring new places. 

Please visit http://www.brandnewstay.com for more information.

Mr. Hale can be contacted at 877-589-3226 or hello@brandnewstay.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.