Editorial Board   Guest Author

Dr. Hawkins

Rebecca Hawkins

Managing Director, Responsible Hospitality Partnership

Rebecca Hawkins is the Managing Director of RHP Ltd, a Research Fellow of Oxford Brookes University and Visiting Professor to the International Centre for Responsible Tourism at Leeds Metropolitan University.

A resource management specialist, with training in ISO 14001 implementation, Dr. Hawkins has managed a number of projects that combine the need to deliver sustainability initiatives alongside cost savings. Dr. Hawkins regularly provides training within hotel businesses and offers strategic consultancy to help senior executives in the sector design effective responsible business programs. Through RHP, she provides consulting services to a wide range of clients from across the hospitality and food service sectors.

Dr. Hawkins experience in the sector means that she has been asked to write or contribute to much of the guidance that is available to the sector on resource efficiency. She also regularly writes for the trade press. She has recently made input into UK energy and waste initiatives and has played a role in a major waste prevention initiative for the sector.

Dr. Hawkins also works with many of the NGOs in the sector, for example, delivering some of the initial research about the credibility of different sustainable tourism certification initiatives and leading research into customer expectations of responsible business programs.

Dr, Hawkins has recently published two books on responsible hospitality. One of these is recognized as "the complete handbook for corporate responsibility in the hospitality industry" and the other includes letters from 46 industry leaders about the importance of Green Growth.

Dr. Hawkins can be contacted at 44-1993-868392 or rebecca@rhpltd.net

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.