Jack Appleton is Community Manager at Melia Hotels International.
Jack is a Manchester-based hospitality professional, whose expertise lies in social media and digital marketing, specific to hospitality businesses. Extremely passionate about the city where he grew up, Jack has a strong loyalty to both the hotel and dining scene in Manchester. Starting his career in hospitality early; Jack has worked for some of the worlds most recognised and influential hospitality management companies in Manchester, in his sector, including Hilton Worldwide and now Meliá Hotels International; one of the largest organisations globally and the absolute leader in the Spanish market. Climbing through the ranks of operational hotel management, and more recently holding commercial function positions with Hilton Worldwide, Jack’s understanding of the operational elements of hospitality businesses give him an acute sense of how to position restaurant, bar and accommodation marketing and communications plans to successfully generate both awareness and drive positive return. Jack is a keen traveller and loves to explore destinations outside of Europe. In his spare time, he enjoys Rugby Union with colleagues as a newfound interest off the BACK of the hotels’ strong affiliation with Sale Sharks.
What’s your most significant accomplishment to date?
Definitely writing applications and coaching the teams at two of Manchesters most iconic hotels, to win Hotel of the Year awards, 2015/16 and 2017/18.
Who/what inspires you?
I have been lucky enough to work with some incredible leaders, and direct managers in my career (and some not so!) However more recently working on partnership marketing activity for INNSIDE, I am humbled by the amount of talent and experience across the hotel team, my direct boss in particular, and hotel partners. This inspires me to try harder, learn more and deliver.
How has living/working in Manchester helped you achieve your goals?
Manchester has some fantastic hotels and restaurant concepts. The diversity of the offering has attracted the big players to the city. I love chatting to people who, like me have climbed the ranks with such big organisations. Without Manchester being as iconic as it is, we wouldn’t have Meliá operating a flagship brand in the City and committing to growing this presence in the north of England, giving opportunity to so many. This is true of many big hotel companies operating here.
What advice would you give to your 16-year-old self?
Work hard and you can achieve anything. I envisaged myself in a position of responsibility in the industry, when I started working with Hilton at 16. I couldn’t have imagined proposing, delivering and evaluating campaigns, whilst along the way including various hotel and organisation wide stakeholders on feedBACK and communication. I hadn’t been to University and it wasn’t something I thought would happen. It appears, for our industry at least that isn’t true – I’m happy with my progress this far but certainly wish I’d had a clearer belief in myself right from the get-go!
What are your business goals for 2018?
Melia is an incredible organisation, I work with some very, very talented individuals who genuinely inspire me each day, across the company and I’d very much like to develop my role into a position of regional responsibility. This would be exciting!
Where do you see yourself in twenty years’ time?
Visiting the team in Palma, Mallorca where the company is headquartered, along with listening to my boss’s strategy for the direction of Sales and Marketing is incredibly motivating. I’d like to be in a similar, senior marketing role.
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