Editorial Board   Guest Author

Mr. Fitzgerald

Ryan Fitzgerald

Co-Founder, Net Conversion

Ryan Fitzgerald dreams in pie charts and bar graphs, and is committed to helping his clients understand the importance of these numbers. He leads analytics, reporting and product development for Net Conversion; spending hours poring over Excel spreadsheets and calculating the effectiveness of advertising campaigns. Mr. Fitzgerald's expertise includes product development, planning and analysis, pricing strategy, corporate finance, online media and advertising and the overall management of a variety of clients, partner and vendor relationships. While he is neurotic about numbers and infatuated with spreadsheets, he is remarkably articulate and fun to be around. Prior to launching Net Conversion, Mr. Fitzgerald invested his analytical efforts in the travel industry, including the world's biggest theme parks, Walt Disney World and Universal Orlando Resort. He has a Bachelor of Arts in Economics from the University of Florida and a Master of Business in Finance from Rollins College. The team at Net Conversion is focused on driving revenue for clients in the travel industry through paid digital marketing along with comprehensive analytics. They won a 2012 Hospitality Sales and Marketing Association International (HSMAI) Gold Digital Marketing Adrian Award for an online video campaign created for the Nassau Paradise Island Promotional Board in partnership with Verb Interactive. The campaign increased website visitation by 30 percent from top-origin markets and delivered 50 percent more leads to partner resorts.

Mr. Fitzgerald can be contacted at 407-241-2044 or ryan@net-conversion.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.