Editorial Board   Guest Author

Mr. Bergkvist

Jan Peter Bergkvist

Owner, SleepwellAB

Jan Peter "JP" Bergkvist has been active in the field of Sustainable Business at an executive level in the hospitality in industry since the early nineties. 15 years with Scandic with the last 9 years in an executive management position including 4 years with Hilton International in the role of Director of Environmental Sustainability.

In January 2009 Mr. Bergkvist stepped back from his position as Vice President Sustainable Business at Scandic to a role of senior advisor working in his own business SleepWell AB. In 2010 he published the book Sustainability in Practice - a fast guide for business leaders.

Since 2010 SleepWell is running the secretariat of Sweden Textile Water Initiative, stwi.se one of the largest public-private partnerships in Sweden. STWI is founded by the leading actors in the Swedish textile industry and supported by the government. The mission is to create guide lines for and promote sustainable water use for textile production in developing countries.

Mr Bergkvist is a director of the board of Ecolabelling Sweden (the Nordic Swan) and SIWI, Stockholm International Water Institute. He also serves as chairman of the Stockholm Water Prize Founders Council and Swedish Artists for the Environment. He is a member of the advisory panel of International Tourism Partnership in London, ITP.

Mr Bergkvist has recently started a new sustainability project in southern France. In a recently acquired medieval house he has begun a total restoration with only sustainable techniques and materials. Once the house is fully restored it will serve as a test laboratory for a sustainable B&B with the ambition to combine the latest sustainability practices from different corners of the world. The soft opening will commence during 2017.

Mr. Bergkvist can be contacted at 46-766-33-6868 or janpeter.bergkvist@sleepwell.nu

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.