Editorial Board   Guest Author

Ms. Baxter

Stephanie Baxter

Spa Director, Rancho Valencia Resort & Spa

With over 15 years of experience in the spa and fitness industry, Stephanie Baxter is an accomplished spa and health club director and currently hold the position of Spa Director of Rancho Valencia Resort & Spa located in the exclusive Rancho Santa Fe community of San Diego. Ms. Baxter has a history of and has specialized in turning around under-performing spas and health clubs into successfully run establishments by using a hands-on approach to management to develop highly effective teams, producing dramatic increases in revenue and profitability. Ms. Baxter's strengths include an intense customer focus, employee development and satisfaction, and training. In 2000, she started her own boutique skin care business in Downtown San Diego after realizing her passion for skin care and a desire to create custom skin care programs for adults dealing with acne. After selling her business in 2003, she moved to South Florida to pursue her other passion for competing in Equestrian competitions. Her hiatus was short lived after she was eager to get back to the spa industry, which led her to take on the exciting opportunity of opening the spa at a renowned Miami establishment, formerly known as the Versace Mansion, on Ocean Drive. After three successful years, Ms. Baxter returned to California after obtaining a new position as Spa Director for Hyatt Hotels, where she remained for six years before she was awarded with what she refers to as an opportunity of a lifetime, becoming the Spa Director at Rancho Valencia Resort & Spa.

Ms. Baxter can be contacted at 858-759-6490 or stephanie.baxter@ranchovalencia.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.