Editorial Board   Guest Author

Ms. Mearns

Kate Mearns

Spa Director, The Spa of Colonial Williamsburg

Kate Mearns has spent the past 16 years sharing her beliefs that the spa experience should be primarily about one's wellness. Ms. Mearns' conviction fits perfectly within the philosophy upon which The Spa of Colonial Williamsburg was created - a continuum of wellness. With spa experiences based on historical wellness practices from the past five centuries and into today, the Spa relates the ongoing process of individual health through time, blending inspiration from colonial, African and American Indian wellness practices, and influencing subsequent generations. Ms. Mearns began her career in the industry more than a decade ago, when it was in its relative infancy, at the Coolfont Resort & Spa in West Virginia and later moved to Williamsburg, Virginia to open The Spa at the Kingsmill Resort. In her early days, she worked closely with one of the founding members of the International Spa Association (ISPA) and became involved with the distinguished organization. Ms. Mearns would ultimately serve on the Board of Directors, from 2001 - 2006, spending the last two years as Chairman. From her involvement with ISPA, Ms. Mearns has had various opportunities to represent the spa industry. She's been featured on the Travel Channel, spoken on spa trends and research in international locales such as Bangkok and Singapore, and has written numerous articles for spa and fitness industry publications. Working with and learning from others, especially on an international level, has been what inspires her to grow in her profession. Ms. Mearns believes that indigenous treatments will continue to grow in popularity in the future; something The Spa of Colonial Williamsburg has already incorporated into its menu.

Ms. Mearns can be contacted at 757-220-7720 or kmearns@cwf.org

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.