Editorial Board   Guest Author

Ms. Kasner

Sara-Ann Kasner

CEO & Founder, National Concierge Association

Sara-ann Kasner has been a corporate Concierge in the Minneapolis-St. Paul area since 1992. In 1998, Ms. Kasner founded the National Concierge Association, an international networking organization for Concierge and hospitality industry businesses. As Chief Executive Officer she has been instrumental in developing the NCA Certification and NCA Endorsed Partner Programs and establishing chapters of the organization throughout the United States. In 1996, Ms. Kasner was named “Corporate Concierge of The Year” by Minneapolis-St. Paul magazine and received the prestigious gold key and lifetime achievement award from Where Magazine International in 1997. During her career, Ms. Kasner has been quoted in articles about concierge service by the Wall Street Journal, Entrepreneur Magazine, the Japan Times and “O” Magazine. Ms. Kasner is also a sought after public speaker on the subject of Concierge service. In May of 2012 she was the keynote speaker at a customer service forum to a group of hospitality professionals at the St. Kitts Tourism Authority in Basseterre, West Indies. Ms. Kasner is currently the Director of Concierge Services for Zeller Realty Group providing corporate concierge service to three office towers in Minneapolis and Bloomington, Minnesota.

Ms. Kasner can be contacted at 612-317-2932 or sara-ann@ncakey.org

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.