Editorial Board   Guest Author

Ms. Parisi

Dawn Parisi

Area Director of Sales & Marketing, Starwood Caribbean Hotels & Resorts

Dawn Parisi, with 18 years of hospitality sales and marketing experience under her belt, leads the Starwood Caribbean Hotels & Resorts team as the cluster's area director of sales and marketing and director of sales and marketing for The Westin St. John Resort & Villas. Before joining Starwood Caribbean Hotels & Resorts, Ms. Parisi held positions at major brands from Hilton Hotels to Intercontinental Hotels Group in several key markets including the Caribbean, New York City, Philadelphia, Baltimore, Orlando, Cincinnati and West Palm Beach. Previously at Starwood, Ms. Parisi served as the director of sales and marketing for new builds and transitions as well as complex director of sales at the W Hotels of New York City. As area director of sales and marketing, Ms. Parisi oversees six properties: The Westin St. John Resort & Villas; The Westin Resort & Casino, Aruba; W Retreat & Spa, Vieques Island; Sheraton Nassau Beach Resort & Casino; Sheraton Puerto Rico Hotel & Casino and The St. Regis Bahia Beach Resort, Puerto Rico. Among her duties, Ms. Parisi is primarily responsible for revenue and yield strategies along with directing and managing all catering and banquet sales activities. Within The Westin St. John Resort & Villas, Ms. Parisi develops sales initiatives, builds and maintains deep-rooted customer relationships, realizes strategies to meet and exceed guests' needs in leisure and group sales functions, and achieves the property's sales objectives.

Ms. Parisi can be contacted at 866-716-8108 or dawn.parisi@starwoodhotels.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.