Editorial Board   Guest Author

Mr. Simmel

Keith Simmel

Principal, Cooper Carry

Keith Simmel is a Principal in Cooper Carry's hospitality studio. He joined Cooper Carry in 1992, was named Associate in 2003, Associate Director in 2005 and Principal in 2008. He has worked on numerous luxury hotels, resorts and conference centers across the United States. Some of his more notable projects include The Sanctuary at Kiawah Island, South Carolina, a 255-room hotel, spa and conference center that has garnered numerous awards and accolades, including a coveted 5-star award from Mobil for both the hotel and spa. The Westin Alexandria & Jamieson Condominiums. The full service hotel is located in the Carlyle development of old town Alexandria, Virginia. The 14-story, 338,000 square foot facility consists of 320 hotel rooms, 79 luxury condominiums and approximately 18,000 square feet of meeting space, all sitting atop 2-1/2 levels of underground parking. The luxury condominiums are configured in units ranging from studios to 3 bedrooms, each with full kitchen, laundry, and 1 to 2-1/2 baths. Most recently, Mr. Simmel has been the lead designer for a large mixed-use dual brand (Hyatt Place - Hyatt House) hotel in the historic core of Charleston. This project was especially significant due to its location in the historic district of the city, requiring extensive multi-agency reviews to validate the design alignment with historically significant King Street neighborhood. Mr. Simmel also recently completed the dual-branded Residence Inn and Courtyard Hotel as part of a larger development that included an office building, a parking deck, and two freestanding restaurants in Lake Nona, just outside Orlando, Florida. Each brand has its own identity on both the exterior and the interior of the building, while still maintaining a unifying overall design composition and material palette. The project opened Fall of 2015. Mr. Simmel has extensive hospitality renovation experience, including projects for Marriott, Starwood and Four Seasons.

Mr. Simmel can be contacted at 404-240-9534 or keithsimmel@coopercarry.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.