Editorial Board   Guest Author

Ms. Skaife

Jennifer Skaife

Design Director, DiLeonardo

As Design Director at DiLeonardo, Jennifer Skaife believes the process of reaching successful design solutions will be enriched by the participation of all DiLeonardo team members and encourages young talented designers to offer up ideas and concepts from the get go. Ms. Skaife studied Fine Art & Sculpture at Banbury School of Art, Oxfordshire, England and received a Bachelor of Arts (Honours) Degree in Three Dimensional Design/Interior Design from The City of Birmingham Polytechnic (now Birmingham Institute of Art & Design) in England. Ms. Skaife has also served as a guest critic at California State University Long Beach. One of the legacies of Ms. Skaife's childhood in the Scottish Highlands is a deep love of wilderness and open spaces. She holds a Wilderness Advanced First Aid certification and when not working she likes to be outdoors with her dogs. She enjoys camping, backpacking, and ocean kayaking. Ms. Skaife also tries to spend at least one week a year on a silent meditation retreat. Ms. Skaife believes that the early involvement of all project design disciplines - in other words get as much information about the project up front from as many sources as possible - leads to greater innovation which ultimately leads to reaching exceptional design solutions. A strong design and aesthetic sensibility, supported by 'off the cuff' sketching skills, has enriched her process in successfully leading her design teams through challenging project demands from Concept through to Construction. There is rarely a day that valuable words and examples set by past mentors do not come to mind.

Ms. Skaife can be contacted at 401-732-2900 or jskaife@dileonardo.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.