Editorial Board   Guest Author

Mr. Burger

Ray Burger

Founder & President, Pineapple Hospitality

Ray Burger, Founder and President of Pineapple Hospitality Inc., celebrates his 40+ years of experience in hospitality. His 20+ year hotel management career yielded increased revenues, award winning service, and indispensable insight into hotel operations, sales and marketing. Mr. Burger has provided and promoted sustainability solutions for the hospitality industry since 1994. Through Pineapple Hospitality, he founded the industry's first Green Hospitality Conference (2007). He also launched EcoRooms.com, GreenerHotels.com and the comprehensive smoke-free lodging directory FreshStay.com. His principled approach to greener products, programs and services relies on sustainability, profitability, and a commitment to exceeding guest expectations. Always a believer in the green business community, Ray has partnered with several State and Local Green Lodging programs including Boston Green Tourism, PhilaGreen Hospitality Association, the Green Meeting Industry Council, and Energy Star. Mr. Burger's many certifications and awards include Master Hotel Supplier and Certified Hotel Administrator. He is a frequent speaker and writer regarding Sustainability topics pertaining to Hospitality. He authored the EcoSpeak blog for a few years and he is a frequent contributor for Hospitality related publications. Mr. Burger holds a Bachelor's degree in Business Management from Missouri State University and enjoys spending time in and around America's National and State Parks, Trails and Rivers.

Mr. Burger can be contacted at 636-922-2285 or ray@pineapplehospitality.net

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.