Editorial Board   Guest Author

Ms. Heston

Michelle Heston

Regional Director of Public Relations, Fairmont Hotels & Resorts

Michelle Heston serves as the Regional Director of Public Relations for Fairmont Hotels & Resorts. In this role she oversees the marketing communication and public relations efforts for eight luxury holdings in the western US and Hawaii. In addition to media outreach, advertising and brand communication activities, she is responsible for exploring, cultivating and leveraging cross marketing relationships for the brand. She proudly spearheads Fairmont's regional “green” marketing efforts. Working with the California Coastal Commission for the past several years, Ms. Heston coordinated Fairmont's five drop-in cleanup sites across the Golden State (Newport Beach, Santa Monica, San Jose, San Francisco and Sonoma). Annually over 1,000 colleagues of Fairmont accompanied by friends, family members and recruits scour the state's inland waterways and beaches for litter as part of the annual California Coastal Cleanup Day. Ms. Heston also mentors hotels in the region to serve as environmental ambassadors in their local communities. Working with each property's green team she leads the design and implementation of each property's eco-signature project. These projects include relationships with Heal the Bay, CUESA (Center for Urban Education about Sustainable Agriculture) and the Sonoma Ecology Center in Northern California. Supporting Fairmont's commitment to sustainable tourism and environmental stewardship, she recently designed and coordinated an impressive fundraising campaign for California's “Save our Parks” initiative. She has earned an MBA and regularly lectures in the areas of marketing, public relations, advertising and social media. Married and a mother of two daughters she and her family currently reside in eco-conscious Marin County, California.

Ms. Heston can be contacted at 707-939-2477 or michelle.heston@fairmont.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.