Editorial Board   Guest Author

Ms. Hembree

Allie Hembree

Public Relations Manager, International SPA Association

Allie Hembree is the public relations manager at the International SPA Association (ISPA), working with global media outlets as she promotes the visions and messages of the spa industry. She is a frequent contributor to Pulse magazine, which is the official trade publication of ISPA. Since 1991, the International SPA Association has been recognized worldwide as the professional organization and voice of the spa industry, representing health and wellness facilities and providers in more than 70 countries. Members of ISPA encompass the entire arena of the spa experience, from resort/hotel, destination, mineral springs, medical, club, and day spas to service providers such as physicians, wellness instructors, nutritionists, massage therapists and product suppliers. ISPA advances the spa industry by providing invaluable educational and networking opportunities, promoting the value of the spa experience and speaking as the authoritative voice to foster professionalism and growth. To read digital Pulse and learn more about ISPA, visit experienceispa.com or email ispa@ispastaff.com. ISPA is offering readers a free gift. Visit experienceispa.com/gift to receive your special gift from ISPA. Ms. Hembree has a background is broadcast journalism and public relations and is currently pursuing her Master's of Business Administration from Midway College in Midway, Kentucky.

Ms. Hembree can be contacted at 859-425-5072 or allie.hembree@ispastaff.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.