Ms. Gaulin

Sorya Gaulin

Director, Corporate Public Relations

Four Seasons Hotels & Resorts

You already know Sorya Gaulin. You have read about her in news stories. She is ďThe Woman Who Declined to Comment.Ē

Ms.Gaulin became the Director of Corporate PR at Four Seasons in July of 2007. In 2010, she added Social Media to her roster, underscoring her expertise as a highly innovative and integrated marketer. In her role, she oversees all PR and Social Media agencies on a global basis. Having been a journalist once herself, Ms.Gaulin comes to Four Seasons with a keen understanding of what makes a compelling story.

As a seasoned traveler, she takes a global outlook and emphasizes the importance of understanding cultural differences and how they impact marketing. Through this lens, she works with her team to develop clever and creative campaigns that truly connect with people, as thatís what Four Seasons is known for.

With more than 15 years of experience in brand marketing, Ms.Gaulin has lots to say on the topic of brand power and feels blessed that has only worked for brands that she truly loves. In her former role as Director of Marketing and then Vice President of Public Relations and Corporate Giving with Indigo Books & Music Inc, Ms.Gaulin oversaw all aspects of the retailerís external communication as well as author and celebrity events including Bill Clinton, Sting and Jamie Oliver, and three memorable Harry Potter launches. Prior to this, she led Marketing, Public Relations and Social Campaigning for The Body Shop Canada, which took her on a road trip across Canada speaking about violence against women and body image issues.

Not surprisingly, Ms.Gaulin takes great pleasure in a good e-book, loves food and has tried many weird delicacies through her travels, and enjoys photography and fishing. As a native of Quebec, she is fluent in French and English; she will also speak Italian when forced to in Italy; and can manage to order a meal in Czech (as long as itís beer and fried cheese). When asked to speak about this, Ms.Gaulin politely declined to comment.

Ms. Gaulin can be contacted at 416-441-4440 or sorya.gaulin@fourseasons.com

Coming Up In The September Online Hotel Business Review




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Feature Focus
Hotel Group Meetings: Blue Skies Ahead
After a decade of sacrifice and struggle, it seems that hotels and meeting planners have every reason to be optimistic about the group meeting business going forward. By every industry benchmark and measure, 2017 is shaping up to be a record year, which means more meetings in more locations for more attendees. And though no one in the industry is complaining about this rosy outlook, the strong demand is increasing competition among meeting planners across the board Ė for the most desirable locations, for the best hotels, for the most creative experiences, for the most talented chefs, and for the best technology available. Because of this robust demand, hotels are in the driverís seat and they are flexing their collective muscles. Even though over 100,000 new rooms were added last year, hotel rates are expected to rise by a minimum of 4.0%, and they are also charging fees on amenities that were often gratis in the past. In addition, hotels are offering shorter lead times on booking commitments, forcing planners to sign contracts earlier than in past years. Planners are having to work more quickly and to commit farther in advance to secure key properties. Planners are also having to meet increased attendee expectations. They no longer are content with a trade show and a few dinners; they want an experience. Planners need to find ways to create a meaningful experience to ensure that attendees walk away with an impactful memory. This kind of experiential learning can generate a deeper emotional connection, which can ultimately result in increased brand recognition, client retention, and incremental sales. The September Hotel Business Review will examine issues relevant to group business and will report on what some hotels are doing to promote this sector of their operations.