Editorial Board   Guest Author

Ms. Davidson

Lara Davidson

Director , The Spa at Pebble Beach

Lara Davidson, Spa Director, The Spa at Pebble Beach is a 20-year veteran of the spa industry. Ms. Davidson has implemented a myriad of spa programs and initiatives to enhance the guest's spa experience. Under her direction, The Spa at Pebble Beach has become one of California's premiere spas, most recently ranking in Conde Nast Traveler's Top 100 Resort Spas. Ms. Davidson joined The Spa at Pebble Beach in February 2001, and oversees spa operations for the 28-room facility, including managing more than 115 staff professionals. Previously, Ms. Davidson was the opening Spa Director for the Golden Door Spa at Las Casitas in Puerto Rico, as well as Operations Manager at the Spa at The Peaks in Telluride, Colo. Ms. Davidson is also co-chair for the Pebble Beach Resorts Green Team and a member on the Board of Directors for the Green Spa Network, a non-profit dedicated to greening and sustainability in the spa industry. Ms. Davidson holds a B.A. from Columbia University.

Ms. Davidson can be contacted at 831-649-7615 or davidsol@pebblebeach.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.