Ms. Kang

Grace Kang

Managing Partner

Greenview

Grace Kang is managing partner of Greenview, a sustainability consulting and research firm providing hospitality organizations with their strategy, programs, and reporting, and hospitality industry with industry insight, trends and benchmarks. She oversees Greenview’s Asia operations as well as co-develops the company’s business plan and growth strategy. She successfully rolled out the Greenview Portal, a software as a service online sustainability data management platform that makes tracking, measuring and improving in areas of sustainability and social responsibility easy and seamless. She leads a software development team and manages the development of the Greenview Portal 2.0 and industry benchmarking studies including the Green Lodging Survey, benchmarking sustainability operational best practices.

She has a focused background in the hotel industry with over 15 years of experience in various functional roles, particularly in driving business through data analysis, reporting and strategic programs. She brings corporate perspective from working at top global hotel brands such as Starwood Hotels and Resorts and Marriott International. At Starwood, Grace optimized the sales organization in underperforming markets by redesigning customer coverage models to drive revenue and gain market share, and managed and liaised with cross-functional teams to ensure that newly opening hotels have successful opening performances. At Marriott, she led the lodging business plan for select service properties to quantify future investments and profit contribution of new openings, and conducted investment analyses to structure various transactions. In addition to her hotel background, she gained Asia experience working at Samsung Card in Seoul, Korea. At Samsung Card, Ms. Kang designed a new premium customer experience strategy for Samsung Card VIP segment across all key servicing touch points to drive incremental revenue, developed the company’s first international online affiliate program as a vehicle to expand into the international market, and partnered with global hotel companies and luxury travel networks to provide differentiated and high-end travel benefits to the top tiered members.

Ms. Kang earned two degrees from Cornell University, a Bachelor of Science from the Hotel Administration School and Master of Business Administration from the Johnson Graduate School of Management. Cornell is where she found her passion for the hospitality industry and teaching fitness. On her spare time, she continues to teach group fitness programs.

Please visit http://www.greenview.sg for more information.

Ms. Kang can be contacted at +65 9623 1876 or grace@greenview.sg

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.