Editorial Board   Guest Author

Ms. Berlingeri

Deborah Berlingeri

Spa Director, ELLE Spa at Edin Roc Miami Beach

Deborah Berlinger brings a wealth of experience from many disciplines in the hospitality industry of 16 years to ELLE Spa at Edin Roc Miami Beach. Ms. Berlinger thrives on building and developing teams to passionately produce results and aggressively set themselves apart from the competition in the market. During her tenure, Ms.Berlinger has held several positions of increasing responsibility in spa, operations, events, and sales exceeding revenues and profitability for owners and companies, alike. She began her career in hospitality with Marriott International and with the most recent, BHI Group as Director of Spa for the 48,000 sq.ft. Alaya Spa in Weston FL. Ms. Berlingeri is a graduate of Georgia Southern University, where she earned her Business Administration Degree and resides in Miami.

Ms. Berlingeri can be contacted at 305-674-5585 or ellespa@destinationhotels.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.