Editorial Board   Guest Author

Ms. Uber

Liz Uber

Vice President of Revenue Management, Pillar Hotels & Resorts

Liz Uber currently serves as Vice President of Revenue Management for Pillar Hotels & Resorts. She leads the corporate revenue management team, and is responsible for identifying and implementing strategies that maximize revenue, while focusing on improvements in market share. Ms. Uber joined Pillar Hotels & Resorts in 2005 as the General Manager of the Holiday Inn - Downtown in Atlanta, Georgia. She was later promoted to area roles with the company, including the Area Director of Sales, and Area Director of Operations positions. In 2010, she joined the revenue management team to further develop the department for greater performance and growth opportunities. In 2012, her team received Marriott's award for Revenue Management Team of the Year - Western Division. Prior to joining Pillar Hotels & Resorts, Ms. Uber held positions as Area Director of Revenue Management, and General Manager with Meyer Jabara Hotels in Southern Connecticut and Baltimore, Maryland. She was also Director of Sales & Marketing, and then General Manager for a nationally recognized historic hotel in New England for two years. Ms. Uber started her career in the hospitality industry with Bristol Hotels & Resorts, serving in several different management positions, including Human Resources Manager, Director of Housekeeping, Front Office Manager, and Sales Manager. Ms. Uber is involved in a variety of charitable organizations, both independently and through work. She is especially involved in supporting Special Olympics, which is the designated charity adopted by Pillar Hotels & Resorts. She holds a Bachelor of Science degree from Texas A&M University, and remains active in her school's alumni network.

Ms. Uber can be contacted at 972-830-3100 or Elizabeth.Uber@pillarhotels.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.