Editorial Board   Guest Author

Mr. Miller

Greg Miller

Executive Vice President of Operations, Enchantment Group

Greg Miller is Executive Vice President of Operationsfor Enchantment Group. He oversees strategic direction, performance, and operations for the brand. As an industry innovator and trusted leader in the management of hotels, resorts, residential communities, destination spas, and golf courses, Enchantment Group oversees an impressive portfolio of award-winning properties including Enchantment Resort, Mii amo and Seven Canyons Golf Club, all located in Sedona, AZ; the Tides Inn and Golden Eagle Golf Club in Irvington, VA; and The Cove, Eleuthera, in the Bahamas. He has expertise in operating, branding, renovating, and opening distinctive properties. He recently held the position of Vice President and Area Managing Director for Destination Hotels & Two Roads Hospitality. Mr. Miller's scope of work included overseeing property performance for over ten of the Southwest's most recognized luxury independent hotels and resorts, owner relations, strategic direction, acquisition, and management contract opportunities. Over the course of his career, Mr. Miller has also served as the General Manager of the Royal Palms Resort & Spa, The Hermosa Inn and in various executive positions with Hyatt Hotels & Resorts in the United States and Caribbean. Mr. Miller resides in Scottsdale with his wife Celeste and is the proud father of two daughters. He is an active member of several local committees including Arizona Lodging & Tourism Association, Greater Phoenix Convention & Visitors Bureau Board of Directors, Valley Hotel & Resort Association and with the American Hotel & Lodging Association Resort Committee. Mr. Miller has also received notable recognition in the industry including being named to the Arizona Lodging & Tourism Association Hall of Fame and being awarded Hospitality Sales & Marketing Association International Hotelier of the Year.

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

Mr. Miller can be contacted at 602-819-2446 or gcea@cox.net

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.