Editorial Board   Guest Author

Mr. Gelfand

James Gelfand

Director of Sales & Marketing, Turnberry Isle Miami

James Gelfand is Director of Sales & Marketing for Turnberry Isle Miami, with over 30 years of industry experience; he is responsible for overseeing the strategic direction of sales for the 408-room resort. As Director of Sales & Marketing he is involved in developing new business opportunities and working directly with all revenue generating departments. He has been instrumental in driving innovative programming and tasked with upholding and enhancing the property's longstanding legacy in southern Florida. Prior to assuming his new role with Turnberry Isle Miami, Mr. Gelfand held the Director of Sales & Marketing position at The Westin Copley Place, where he was influential in the property's transition to becoming part of Starwood Hotels of Boston's Metro Market Sales Force. He guided and directed revenue management and hotel performance at the property to achieve a dramatic increase in sales and stable revenue growth. Mr. Gelfand's 11-year career with Starwood Resorts and Hotels also includes serving as Director of Sales at both The Westin Diplomat Resort and Spa in Hollywood, Fla., and The Walt Disney World Swan and Dolphin Resort in Orlando, Fla. He also served as Vice President of Sales, Marketing and Revenue Development at the prestigious PGA National Resort & Spa. During his time at the resort he was the key architect in rebranding and reintroducing the resort to both local and national markets through integrated marketing and advertising initiatives. Mr. Gelfand assisted with creating new sales deployment territories and enhanced sales across multiple facets of the resort. Mr. Gelfand graduated from Georgia State University with a degree in Hotel/Restaurant and Travel Management.

Mr. Gelfand can be contacted at 786-279-6521 or jgelfand@turnberryislemiami.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.