Fernando Santana Appointed General Manager of Hyatt Centric Key West Resort and Spa

USA, Key West, Florida. November 08, 2018

Hyatt Centric Key West Resort and Spa proudly announces the appointment of Fernando Santana as General Manager. Santana brings twenty-eight years of experience to Key West including serving as an interim General Manager at Hyatt Regency Long Beach, Hyatt Regency Aruba Resort, Spa and Casino, and Andaz Wall Street. 

“I feel honored to be a part of such an amazing resort and team,” says Santana. “Our travel savvy guests visit Key West with the intention of experiencing the destination and discovering hidden gems. I look forward to applying my years in hospitality to help create the cultural adventure our guests expect, the colleague engagement that will make us the preferred employer in Key West, and the local connections with partners that will help us to benefit our community.”

Santana's extensive career with Hyatt started with Hyatt Resorts in Puerto Rico. Since then, he has worked with thirteen hotels and served as a specialist for twenty franchise hotels. His experience with different brands and destinations gives him a unique understanding of what motivates travelers, and how to turn that into the creation of unforgettable experiences. 

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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.