Editorial Board   Guest Author

Ms. Donahue

Kieran Donahue

Vice President, Global Brand Marketing, DoubleTree by Hilton

As Vice President of Global Brand Marketing for DoubleTree by Hilton, Kieran Donahue is responsible for the development of long term global market share growth strategies and overall brand marketing initiatives. She focuses on enhancing owner return on investment by further leveraging the resources of the Hilton Worldwide enterprise and developing tools and resources that hotels can implement in-market, ensuring the brand is well-positioned for the rapid global growth it continues to enjoy. A Hilton Team Member for 11 years, Ms. Donahue held a series of positions with increasing responsibility, culminating in her role as Senior Director of Brand Marketing for Hilton Hotels & Resorts. In that role, she developed and led an international, multi-faceted and cross-cultural marketing strategy that substantially increased that brand's reputation and profitability. Ms. Donahue was also responsible for creating enduring and award-winning entertainment partnerships with the film "Up in the Air," popular TV series "Hawaii Five-0," the GRAMMY Awards and the Tribeca Film Festival. During her tenure with Hilton, she played a key role in marketing the company's highly successful loyalty program, Hilton HHonors, where responsibilities included oversight of the Visa co-brand card and global airline partners. A featured speaker on marketing and branding at several conferences, including Variety TV & Film Summit, Ms. Donahue has also written for such well-regarded publications as The Journal of Brand Strategy and Innovation. Ms. Donahue began her career working for Tricots St. Raphael, a prominent New York City men's fashion designer. She went on to develop an innovative partnership and sponsorship platform for MAGIC, the fashion industry's most influential convention event.

Ms. Donahue can be contacted at 703-883-5799 or kieran.donahue@hilton.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.