Editorial Board   Guest Author

Mr. Schmits

Jerry Schmits

Director, KLH Energy Solutions

Jerry Schmits is Director of KLH Energy Solutions, and leads strategy for revenue growth, client expansion, and product marketing. A career energy and environmental management professional, Schmits has worked hand-in-hand with a broad range of energy and utility management consulting organizations, with specific expertise in emerging and startup ventures. Previously Mr. Schmits worked for national commercial real estate services company CBRE Group, Inc., where he managed business development activities for the global energy services group in several regions across North America. Prior to joining CBRE, Mr. Schmits was Director of Product Marketing for Cadence Network, Inc., where he oversaw product development, marketing, and technical sales support. At Cadence Network he developed a line of energy sustainability services to equip companies with tools to efficiently measure and manage greenhouse gas emissions. In addition to his product marketing and business development success, Mr. Schmits has nearly a decade of experience in utility consulting, including various roles at one of North America's largest energy companies, Cinergy Corporation (currently Duke Energy). He holds a bachelor's degree in business administration from Thomas More College.

Mr. Schmits can be contacted at 859-547-0220 or jschmits@klhengrs.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.