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 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.