SUBSCRIBER CONTENT PREVIEW
FOR FULL SITE ACCESS SUBSCRIBE NOW or PURCHASE PDF ARTICLE
  • Eco-Friendly Practices
  • Pan Pacific Hotel Seattle Introduces PanEarth Initiative

  • The Pacific Northwest region has always been at the forefront of the green revolution, and at Pan Pacific Hotel Seattle, we felt it made good business sense to offer sustainable services and options that were in line with our customers’ wants and needs. Since opening in 2006, the team at Pan Pacific Hotel Seattle has put a significant focus on being globally responsible and on collaborating with our local community. In 2010, we made a mindful decision to implement a property-wide sustainability program called PanEarth.

    The PanEarth program incorporates all aspects of community and environment into corporate decision-making and honors of the triple bottom line: people, planet, profit. The triple bottom line is a set of values and criteria for measuring organizational and societal success based on economic, ecological and social impact. While other hotels often adopt environmentally friendly practices as cost saving initiatives, Pan Pacific implemented the PanEarth program because we truly value sustainable practices and believe that our customers know the difference. After an initial cost benefit analysis, our leadership team concluded that it made business sense to invest in a wide variety of initiatives and we have already seen direct returns from our initial investments. For ...

  • TO CONTINUE READING SUBSCRIBE NOW or PURCHASE PDF ARTICLE

Already a Subscriber?

Login
Email:
Password: Forgot password?
Remember me on this computer

Who Subscribes?

"The Hotel Business Review articles are a terrific source for current hotel industry information and trends".


Donald Trump Jr., Executive VP of Development
Trump Hotel Collection

Hotel Business Review Eco-Friendly Practices

Jerry Schmits
Mark  Sisson
Dean  Miller
Trish Donnally
Michelle Millar
Robert Allender
Andy Kinard
James O'Donnell
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.