Editorial Board   Guest Author

Mr. Conran

Tom Conran

Principal, Greenwood Hospitality Group

Tom Conran serves as a Principal of Greenwood Hospitality Group, where he is responsible for strategic investments and third-party hotel management assignments. Mr. Conran has more than 30 years of hospitality experience in the management, finance, and real estate sectors. Prior to Greenwood, Mr. Conran served as Vice President of Business Development for Richfield Hospitality. He expanded the Richfield management platform to include hospitality investments and acquisitions. At Richfield and its predecessor companies, Mr. Conran held several key responsibilities, including sales and marketing, property management transitions, and client relations within the management portfolio. From 1997 to 2000, Mr. Conran also served as Vice President of Acquisitions for Regal Hotels International and successfully closed on $300 million of hotel acquisitions, including the Bostonian Hotel, the UN Plaza Hotel New York, the Knickerbocker Chicago, and the Los Angeles Biltmore Hotel. Thereafter, Mr. Conran served as Vice President of Acquisitions and Finance for Millennium Hotels, USA with active involvement in the group's investment strategies and renovation programs for their portfolio of 13 upscale full-service hotels. Mr. Conran earned a Bachelor's Degree from Keene State College in Keene, New Hampshire. Mr. Conran was a founding member of Meetings Planner International in Hartford, CT and he currently serves on the Owners' Advisory Board of Doubletree Hotels.

Mr. Conran can be contacted at 860-648-9040 or tconran@greenwoodhospitality.com

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.