Editorial Board   Guest Author

Dr. Siddiqi

Zia Siddiqi

Director of Quality Systems, Orkin, LLC , Orkin LLC

Dr. Zia Siddiqi’s career spans more than 35 years and several continents, and he has designed IPM programs in numerous countries. He holds a Ph.D. in entomology from North Carolina State University and is a board-certified entomologist. As Director of Quality Systems for Orkin’s Client Services team, Dr. Siddiqi's job is to evaluate the quality of IPM programs, make recommendations on how to improve them, and lead technology implementation for service data collection and reporting. Prior to joining Orkin, Dr. Siddiqi was North American Technical Director for PRISM Pest Elimination in the United States and PCO Services in Canada (both S.C. Johnson Professional companies). In addition to managing technical, training and quality assurance functions, he obtained ISO 9000 certification – an industry first – for each company’s top-tier commercial pest management programs. He has since led the way in obtaining ISO-9000 certification for Orkin Commercial branches and developing Orkin’s Gold Medal QA™ program for highly sensitive commercial facilities. He is the Technical Advisor for the Vector Control section of the National Environmental Health Association. Please visit www.orkincommercial.com for more information.

Dr. Siddiqi can be contacted at zsiddiqi@orkin.com

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.