Editorial Board   Guest Author

Dr. Scanlon, Ph.D.

Nancy Loman Scanlon, Ph.D.

Associate Professor, Chaplin School of Hospitality and Tourism Management, Florida International University

Dr. Nancy Loman Scanlon is an Associate Professor at the Chaplin School of Hospitality and Tourism Management, Florida International University. She has over thirty years of lodging industry experience with Hilton Hotels, Marriott Corporation and Interstate Hotels. Dr. Scanlon is the Vice-Chair of the Sustainability Committee of the American Hotel and Lodging Association and serves on the Advisory Panel of the International Tourism Partnership (ITP) London, England. For the United Nations she serves on the UN Disaster Risk Reduction Words In-to Action Committee: Tourism Sector. At the 2015 Summit, she presented on “Miami, A City Slipping Back In-to the Sea”. Dr. Scanlon is chairperson of the Sustainability Council of the Greater Miami and the Beaches Hotel Association. She is also a participant in both the Miami Beach Sea Level Rise Initiative and the Sea Level Rise Institute for Florida International University. Dr. Scanlon speaks internationally on climate change impacts and sustainability issues affecting tourism and is a leader in the application and research of sustainable operating practices and climate change adaptation for the hospitality industry. Her recent travels include several trips to China and Japan. As an advisory board member for MCW Global, Dr. Scanlon recently visited the organizations community centers in Arusha and Songea, Tanzania and Lusaka, Zambia. Dr. Scanlon is the author of several hospitality industry books published by John Wiley and Sons, in addition to refereed conference presentations and journal articles. She holds a PHD in public policy and an MA from the University of Delaware.

Dr. Scanlon, Ph.D. can be contacted at 305-919-4775 or nscanlon@fiu.edu

Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.