Ms. Pinabell

Andrea Pinabell

Vice President Sustainability, Global Citizenship

Starwood Hotels & Resorts

Andrea Pinabell, Vice President Sustainability and Global Citizenship joined Starwood in 2011 and is responsible for the strategy, integration, operation and management of Starwood’s sustainability program across its 11 brands (Westin, Sheraton, W, Le Méridien, St. Regis, Four Points by Sheraton, Aloft, Element and The Luxury Collection, Tribute and Design Hotels along with Starwood Vacation Ownership) and throughout Starwood’s global footprint of more than 1,300 properties in over 100 countries.

In this role, Ms. Pinabell oversees the development and implementation of Starwood's comprehensive strategy, goals, reporting, partnerships and programs with regards to carbon emissions & energy, water conservation and risk, climate change, sustainable food & beverage and supply chain as well as its sustainable (green) building and community development strategy across Starwood’s owned, managed and franchise portfolio. In addition, Ms. Pinabell leads Starwood’s Hotel of the Future project, a multi-disciplinary approach to sustainable design, development and operation of Starwood’s hotels with a keen focus on building resilience and adaptation into its business model.

Ms. Pinabell brings to Starwood more than 20 years of global sustainability, CSR, philanthropic and environmental management experience. Prior to Starwood, she was most recently the Director of the Sustainable Cites Institute and managed the Sustainable Community Development program at The Home Depot Foundation. Ms. Pinabell sits on several councils and boards including Conservation International’s Business Sustainability Council and the NOAA Ocean Sanctuary Business Council. She holds a B.S. degree in chemical engineering with an environmental focus from Iowa State University and is a LEED Accredited Professional.

Ms. Pinabell can be contacted at 203-964-4501 or andrea.pinabell@starwoodhotels.com

Coming Up In The February Online Hotel Business Review




Feature Focus
Social Media: Interacting with the Hotel Customer
Consider these astonishing numbers: 1.49 billion active monthly Facebook users. 1.1 billion active monthly YouTube users. 320 million active monthly Twitter users and nearly 400 million registered users on LinkedIn. 400 million active monthly Instagram users and 200 million active Google+ users. The power and reach of social media is an awesome force and it has transformed how hotels interact with their customers. In the past year, social media advertising spending increased 33.5% to nearly $24 billion dollars. Social networks are being utilized by hotels to reach more visitors, expand brand awareness, enhance brand reputation and to establish more direct and personal communication with their customers. Savvy hotel operators are adopting a comprehensive social media strategy, and there are several emerging trends to note. Video continues to be a powerful and influential element in social media marketing, with 70% of companies saying that it is their most effective marketing tool. Video generates a 62% higher engagement rate than photographs alone, and with new social sites like Meerkat and Periscope which offer live video streaming, those numbers will only increase. Sponsored content is another growing trend. Though advertorials have been around for decades, hotels are finding new ways to maximize the visibility of their content. Some are placing sponsored content on Facebook, or on influencer blogs. Another trend is the integration of a “Buy Now” button into social media websites. Customers will be able to make purchases without ever having to leave their favorite social sites. This development is a major convenience for customers and should also be an additional revenue source for hotels. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.