Editorial Board   Guest Author

Mr. Engel

Peter Engel

Chief Technology Officer, Marcus Hotels & Resorts

Peter Engel is chief technology officer for Marcus Hotels & Resorts, a division of The Marcus Corporation (NYSE: MCS). A force in the hospitality industry, Marcus Hotels & Resorts provides expertise in management, development and historical renovations. The company's portfolio includes a wide variety of properties including city-center meeting hotels, upscale resorts and branded first-class hotels. Mr. Engel has more than 35 years of experience in the information technology industry. In his role at Marcus Hotels & Resorts, he leads the strategy and implementation of hotel, food & beverage, electronic distribution and guest technologies. He is also responsible for technology evaluations of acquisition candidates, IT support of hotel openings and business opportunity development. Prior to joining Marcus Hotels & Resorts, Mr. Engel was president of Aperias Management Services, a consulting firm specializing in information technology and strategic management consulting services. He has over fifteen years of travel and leisure industry experience, including serving as senior vice president at The Mark Travel Corporation where he led the systems engineering, operations, and system architecture functions. Mark Travel is a leading tour operator with multiple vacation brands and manages vacation programs for major airlines and hotel companies. Mr.Engel also served as chief operating officer for Trisept Solutions, a leading travel technology company providing reservation systems and ecommerce to the tour operator and vacation travel industries. His roles during this time included managing software development, customer service, sales, and system engineering. Prior to joining the travel industry, Mr. Engel gained broad technology and industry experience during thirteen years at Tandem Computers (now Hewlett Packard). During a five year engagement at Motorola Cellular Infrastructure Group, Mr. Engel lead the technical team from Tandem involved in developing technology for Motorola's digital cellular initiatives.

Mr. Engel can be contacted at 414-905-1200 or peterengel@marcuscorp.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.