GLOBAL UPDATE
PAVING A ROAD FOR
SOCIAL MEDIA
Loews Director of Social Media Piper Stevens got an insider ’ s look at cities such as Annapolis , Maryland , during her cross-country road trip earlier this year .
When it comes to exploring the power of social media , Loews Hotels & Resorts is taking it to the streets . Earlier this year , the New York City-based company sent Director of Social Media Piper Stevens on a cross-country road trip to all 19 Loews properties , and social media was a big part of the journey .
“ Many of our consumers are only aware of a couple of our hotels ,” Stevens says . “ We felt like really bringing those destinations to life could drive that awareness .”
Stevens chronicled her travels with photo-heavy entries on Loews ’ “ Wish You Were Here ” blog at loewshotelsblog . com . While the site touted hotel promotions and a booking widget , the real purpose was to engage the consumer with an illustrated insider ’ s guide to each destination . “ It was really to put into the readers ’ frame of mind that it is more than just reading [ the blog ],” Stevens says . “ There is an opportunity to actually do exactly what I ’ m doing , what they ’ re reading about .”
Going forward , Stevens will continue to visit the properties , and the hotels themselves also will provide content for the blog .
For Stevens , though , the best part of this first trip was establishing personal connections at each of the properties . “ It ’ s really been a journey creating a relationship with some of the folks on property and then living their cities through their eyes ,” she says .
SUSTAINABLE LEADERSHIP
Six Senses Hotels Resorts Spas is known for its commitment to sustainable luxury , and now the Bangkok-based company has demonstrated that commitment by
Amber Marie Beard naming a vice president of sustainability to its executive committee . Amber Marie Beard boasts nearly a decade of sustainability experience in positions around the globe , so she knows that sustainable solutions in the hotel industry — or any industry — cannot be “ one size fits all .” HOTELS : One of your roles is to establish the Six Senses Sustainability Council as a resource for resorts worldwide . What are your goals for this group ?
Amber Marie Beard : The main purpose of our Sustainability Council is to share a fresh perspective , provide advice and constantly challenge our approach to sustainability . In sustainability it is important not to be caught in a box in terms of thinking and approach .
We are also fortunate to have Costas Christ as our Sustainability Ambassador . Costas is a global leader in sustainable tourism , and he represents our organization at global events and also provides valuable guidance and advice . H : What is the biggest challenge in your new role , and how are you addressing it ?
AMB : All of our properties are populated by really passionate people who take a lot of pride in Six Senses sustainability , but they haven ’ t been heard in some time . There has been no one leading sustainability communication . Our whole company can benefit by more knowledge- and best-practicesharing , and my challenge is making sure they are all heard . H : What are your thoughts about the future of sustainability in the hospitality industry as a whole ?
AMB : As in any industry , the importance of sustainability will only continue to grow . Resource costs continue to increase globally , and sustainability is a strategy being employed to improve efficiencies and reduce costs . Sustainability in hospitality is an inherent challenge given the amount of energy required for a person to travel to destinations . There is a lot that we can ’ t control , but I feel the industry is realizing where it can take action , and it is .
14 HOTELS November 2013 www . hotelsmag . com