Editorial Board   Guest Author

Ms. McConnell

Emily McConnell

Spa Director, Dana Hotel and Spa

With over ten years of experience in the spa industry, Emily McConnell brings a strong background in dedicated leadership as well as aesthetics to the spa at the Dana Hotel and Spa. Ms. McConnell has previously worked as an aesthetician and a spa manager at a variety of prestigious Resort Spas in Chicago. Realizing at a young age that the spa industry was her passion, Ms. McConnell first attended Eastern Michigan University to earn a degree in Business. Shortly after college, Ms. McConnell traveled throughout Australia, Asia and Europe to research spa practices and treatments of diverse cultures. After working in the industry, Ms. McConnell decided to gain a more intimate knowledge of spa processes and operations. She went back to school to earn her Esthetic's License at Pivot Point International. She continues to use that vast knowledge and background to uphold the Dana Hotel and Spa name when it comes to quality and prestige. Ms. McConnell coordinates the development and technique of the spa treatments offered, and continuously researches new methods and products while referencing her extensive experience in esthetics.

Ms. McConnell can be contacted at 312-202-6064 or emcconnell@danahotelandspa.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.