Editorial Board   Guest Author

Mr. Basler

Shawn Basler

Principal, Perkins Eastman

Shawn Basler AIA is a Principal at Perkins Eastman and a leader in the design of internationally recognized architectural and planning projects. With more than 17 years of experience, Mr. Basler's work has ranged from hotels and resorts, office buildings, and residential development to industrial and commercial planning and development projects. Mr. Basler frequently leads projects from initial concept, planning, and programming through technical design, offering comprehensive professional design services throughout. He has taken on this leadership role in the firm for numerous projects located throughout North America, Europe, Asia, and the Middle East. Prior to joining Perkins Eastman, Mr. Basler was a founding member of Basler Mosa Design Group. Before that, he was an Associate at Brennan Beer Gorman Architects in New York City. He is a registered architect licensed in the States of New York, New Jersey, and Missouri. He is certified by the National Council of Architectural Registration Boards (NCARB). He also holds membership with the New York chapter of the American Institute of Architects (AIA) and the American Planning Association (APA).

Mr. Basler can be contacted at 212-353-7200 or s.basler@perkinseastman.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.