Editorial Board   Guest Author

Ms. Gaulin

Sorya Gaulin

Director, Corporate Public Relations, Four Seasons Hotels & Resorts

You already know Sorya Gaulin. You have read about her in news stories. She is “The Woman Who Declined to Comment.” Ms.Gaulin became the Director of Corporate PR at Four Seasons in July of 2007. In 2010, she added Social Media to her roster, underscoring her expertise as a highly innovative and integrated marketer. In her role, she oversees all PR and Social Media agencies on a global basis. Having been a journalist once herself, Ms.Gaulin comes to Four Seasons with a keen understanding of what makes a compelling story. As a seasoned traveler, she takes a global outlook and emphasizes the importance of understanding cultural differences and how they impact marketing. Through this lens, she works with her team to develop clever and creative campaigns that truly connect with people, as that's what Four Seasons is known for. With more than 15 years of experience in brand marketing, Ms.Gaulin has lots to say on the topic of brand power and feels blessed that has only worked for brands that she truly loves. In her former role as Director of Marketing and then Vice President of Public Relations and Corporate Giving with Indigo Books & Music Inc, Ms.Gaulin oversaw all aspects of the retailer's external communication as well as author and celebrity events including Bill Clinton, Sting and Jamie Oliver, and three memorable Harry Potter launches. Prior to this, she led Marketing, Public Relations and Social Campaigning for The Body Shop Canada, which took her on a road trip across Canada speaking about violence against women and body image issues. Not surprisingly, Ms.Gaulin takes great pleasure in a good e-book, loves food and has tried many weird delicacies through her travels, and enjoys photography and fishing. As a native of Quebec, she is fluent in French and English; she will also speak Italian when forced to in Italy; and can manage to order a meal in Czech (as long as it's beer and fried cheese). When asked to speak about this, Ms.Gaulin politely declined to comment.

Ms. Gaulin can be contacted at 416-441-4440 or sorya.gaulin@fourseasons.com

Coming up in September 2019...

Hotel Group Meetings: Uncommon Destinations

The last few years have been good to the Hotel Group Meetings industry and that trend is expected to continue into 2019. Planners are brimming with confidence due to an expanding economy and increased job creation, which typically results in a boost in corporate meetings. Given this promising outlook, planners are trying to outdo themselves to satisfy the high expectations of their clients. One notable trend is to integrate unusual settings into the meeting experience, hosting groups at local zoos, aquariums, museums, event centers, or other outdoor facilities. The goal is to embrace uncommon destinations, rather than a typical hotel conference room, so that meetings can be memorable, unique and stimulating. This is also part of another trend which is to support all things local - from hosting events at landmark city venues; to catering through local restaurants, food trucks and microbreweries; to hosting off-site excursions like agri-tours, athletic events or scenic 5k routes. However, though the setting might be spectacular, there are still some bedrock components that must be provided to ensure a successful meeting. Free, high-speed Wi-Fi is still one of the most requested services. Planners have to make sure that a comprehensive communication infrastructure is in place so clients can easily connect - and stay connected - to the network throughout the entire meeting experience. Also, technology tools can be used to streamline the booking, registration, and check-in process, and Radio Frequency Identification (RFID) materials can be utilized to ensure seamless access to conference events. There are also numerous software tools that encourage audience participation, as well as integrating polls, Q&A, surveys and games into speakers' presentations. The September Hotel Business Review will examine issues relevant to group meetings and will report on what some hotels are doing to promote this sector of their operations.