Editorial Board   Guest Author

Ms. Barnes

Karyl Leigh Barnes

Executive Vice President & Partner, Development Counsellors International

Karyl Leigh Barnes is the managing partner of the Tourism Practice at Development Counsellors International (DCI), leading destination marketing campaigns from offices in New York, Los Angeles and Toronto, Canada. Founded in 1960, DCI has worked with more than 450 countries, regions, states and cities to drive investment and tourism leads.

Since joining DCI in 1998 from a New York State destination marketing organization, Ms. Barnes has led destination strategy and campaign implementation for destinations on every continent except Antarctica.

DCI's Tourism Practice has been recognized recently for its campaign to introduce Namibia to North American travelers, which garnered a Hospitality Sales and Marketing Association International (HSMAI) Platinum Award in 2014, and its work to promote surf culture in Huntington Beach, California, through its "Guinness World Record Surf Board Activation" which was named a HSMAI Platinum Award winner and "Best In Show" in 2015.

The campaigns Ms. Barnes designs with her colleagues not only win awards, but increase visitor arrivals and spending to destinations. This helps to create jobs in local communities and improve the quality of life for residents living there.

Ms. Barnes is often asked to speak on leisure tourism and meetings industry trends and has been featured at conference by IACC, International Congress and Conference Association (ICCA), IMEX America, IMEX Frankfurt, North American Travel Journalists Association (NATJA), Society of American Travel Writers (SATW), Travel Media Association of Canada (TMAC), and numerous Governor's tourism conferences and tourism summits.

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

Ms. Barnes can be contacted at +1 212-444-7123 or karyl.barnes@aboutdci.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.