Editorial Board   Guest Author

Ms. Denihan

Chrissy Denihan

Chief Comfort Officer, Affinia Hotels

Chrissy Denihan, founder Benjamin “Bud” Denihan's granddaughter, assumed the role of Chief Comfort Officer (CCO) for Affinia Hotels in October 2011. As CCO, Ms. Denihan serves as the leader of Tender Loving Comfort (TLC), a new movement rooted in deep customer service and reading and responding to guests' body language. Ms. Denihan, who is also brand integration manager for Affinia Hotels' parent company Denihan Hospitality Group, joined the company in 2007. She has worked in every department from housekeeping to the front desk, and was intimately involved in the development of TLC from the beginning. As the CCO position developed, it became clear to the executive team that Ms. Denihan was a perfect fit for the job. In her new role, Ms. Denihan oversees a TLC Crew at each hotel and liaises with guests and hotel staff on everything related to comfort, including collecting guest feedback on initiatives and hotel programming. Additionally, she sources unique items to be offered brand wide, and serves as the curator of comfy content on the social networks. Her contagious smile and warm personality, paired with her hands-on experience in the hotel industry, make her popular with hotel staff. She motivates and inspires the TLC crew to find out what guests want and need, and uses that information to make their experience even more enjoyable. Ms. Denihan is a graduate of Boston College with a bachelor's degree in human development and sociology. She volunteers with Operation Smile and is a member of the Young Alumnae Organization of Sacred Heart School in Manhattan.

Ms. Denihan can be contacted at 212-751-5710 or cdenihan@affinia.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.