Editorial Board   Guest Author

Mr. Bernier St-Hilaire

Bruno Bernier St-Hilaire

Concierge, Le Centre Sheraton, Montreal

Bruno Bernier St-Hilaire is Concierge, and a Member of Les Clefs d'Or Canada at Le Centre Sheraton, Montreal. Mr. Bernier St-Hilaire studied Law and Politics at the Universite de Montreal in Canada and is completing a Master Certificate in Hospitality Management with the Cornell University School of Hotel Administration. A Concierge with close to 10 years of experience, Mr. Bernier St-Hilaire started his carreer at the Fairmont Tremblant, in the province of Quebec. Shortly after, he was selected to be part of the Concierge team at Le St-James in Montreal, one of the most prestigious hotel property in Canada, where he has learned his trade. He has since been a Concierge at Le Centre Sheraton Montreal for the past 4 years, during which he was selected for Starwood's Associates Development Program (ADP) and assisted several departments, both Front of the House and Back of the House. This combined experience gives Mr. Bernier St-Hilaire a comprehensive knowledge of the importance of inter-departmental work cooperation and the impact it can have on the client experience. A member of the Canadian chapter of Les Clefs d'Or, Mr. Bernier St-Hilaire is involved in his hotel's Social Media Comittee, both as a writer for the hotel's Social Media Presence and as a collaborator within the local group. He was featured in an article in the Montreal Scope Magazine and has most recently contributed to a television show on the Hotel Industry.

Mr. Bernier St-Hilaire can be contacted at 514-878-2000 or bruno.bernier-st-hilaire@starwoodhotels.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.