Editorial Board   Guest Author

Ms. Hallock

Karla Hallock

Spa Manager, Spa of the Rockies at Glenwood Hot Springs

A licensed esthetician, nail technician and makeup artist, Karla Hallock is a 20-year health and beauty industry professional. At the Spa of the Rockies, a resort and spa where helping people feel better is the company's mission statement, Ms. Hallock puts her extensive experience to work every day, making customer service a top priority. As spa manager, Ms. Hallock oversees the company's long-range goals, as well as all aspects of day-to-day operations including managing a full staff of employees that include estheticians, nail technicians and massage therapists. Her previous experience as a salon owner gives her an in-depth understanding of the various issues that concern employees and the importance of cultivating a repeat client-base in a crowded marketplace. Additionally, Ms. Hallock is responsible for the spa's large inventory of organic and bio-dynamic products that are for sale in the spa boutique and used in treatments including Eminence, Zents, Kneipp, SpaRituals, True Cosmetics, Mineral Essentials and more. Along with managing inventory, Ms. Hallock coordinates continuing education programs that instruct staff about the various products the spa offers and helps to encourage robust sales beginning at the treatment table. During Ms. Hallock 's three year tenure, Spa of the Rockies has been the recipient of several awards including most recently SpaFinder's 2012 Readers' Choice Award for best mineral springs spa.

Ms. Hallock can be contacted at 970-947-3331 or khallock@hotspringspool.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.