Editorial Board   Guest Author

Ms. Bulger

Diana K. Bulger

Area Director of Public Relations, Fairmont Hotels

Diana K. Bulger joined Fairmont in 2003. She has created events and formed alliances for the hotel with numerous organizations such as The Make-Wish Foundation, The World Wildlife Fund, The Washington Animal Rescue League, The Smithsonian Institution, and Guiding Eyes for the Blind and several others. She serves as the Eco-Chair of the Fairmont's environmental committee. Prior to joining the Fairmont, she was vice president of Hisaoka Public Relations where she handled to opening public relations efforts for five Kimpton Hotels. Previously, she was the president of Kaiser Communications, a hospitality public relations company. From 1990 to 1998, she was the regional director of public relations for Loews Hotels in Washington, DC and Annapolis, Maryland. She was the director of public relations for the Hotel Washington from 1987 -1990 Ms. Bulger began her career at the Vista International Hotel as the assistant public relations manager in 1985. A huge animal lover, Bulger founded the Bark Ball in 1988 for The Washington Humane Society, the first black-tie ball to allow dogs in the nation's capital. Ms. Bulger is also a second term mayoral appointee to the District of Columbia Retirement Board and a member in good standing of Destination DC. She has penned columns for the Greater Washington Association Executives Magazine Executive Update and Potomac Life Magazine. She attended Oldfields School in Glencoe, Maryland and Franklin College in Lugano, Switzerland. She resides in Washington, DC with her Husband, transportation lobbyist, Thomas J. Bulger and their three dogs.

Ms. Bulger can be contacted at 800-441-1414 or diana.bulger@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.