Editorial Board   Guest Author

Ms. Buckley

Shruti Buckley

Vice President & Global Brand Manager, Fairfield Inn & Suites, Marriott International, Inc.

Shruti Buckley joined Marriott International, Inc. in 2008 as vice president and global brand manager of the Fairfield Inn & Suites brand. She has accountability for global brand strategy, brand positioning and integrity, and the guest experience for more than 700 hotels worldwide. Ms, Buckley has more than 15 years of experience in brand and business management, marketing, and strategy development across a variety of categories, including luxury cosmetics, apparel, food and toys. Prior to joining Marriott, she worked for National Geographic, leading all global marketing, public relations, product branding and international retail development efforts for the organization's Licensing division. Prior to National Geographic, Shruti held product development and brand management leadership roles at Estee Lauder, Unilever and Nestle. She also brings international experience and perspective, having lived and worked in Switzerland and Japan. Ms, Buckley is a graduate of the University of California, Berkeley, and holds a Bachelor of Science degree in Business Administration with a minor in South East Asian Studies. Ms, Buckley and her family live in Bethesda, Maryland.

Ms. Buckley can be contacted at 301-380-7770 or ffiheadquarters@marriott.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.