Editorial Board   Guest Author

Ms. Lattal

Darnell Lattal

President & CEO, Aubrey Daniels International

Darnell Lattal, as president and chief executive officer of Aubrey Daniels International, is a specialist in the design and implementation of behavior-based business strategies to achieve core initiatives. In partnership with her clients and through her extensive corporate engagements, Ms. Lattal has contributed to organizational redesign and change management, executive coaching, achieving high performance, performance measurement and behavior-based systems design, leadership and teamwork within and across organizational structures, succession planning and implementation, ethical decision-making and creating a solid leadership legacy based on self-awareness and self-management. Ms. Lattal is an internationally known consultant and author of several books including one on reducing stress in Japanese workplaces through the power of positive reinforcement and her most recent US book, A Good Day's Work about establishing conditions to promote ethics at work. She has recently begun to explore the issues related to sustainable business practices to promote both green initiatives and sustain worthy cultural practices at work. A frequent presenter at major association and corporate conferences and active contributor to media on current topics about ethics at work, Ms. Lattal's particular expertise is in the psychology of learning and designing sustainable and rapid change.

Ms. Lattal can be contacted at 678-904-6140 or info@aubreydaniels.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.