Editorial Board   Guest Author

Mr. Gorman

Larry Gorman

Chief Technology Evangelist, SkyTouch Technology

Larry Gorman has 20 years of experience delivering technology solutions to the hospitality industry, serving in various technical and leadership roles focused on property management systems. Mr. Gorman is currently the Chief Technology Evangelist for SkyTouch Technology, a leading technology provider to the hospitality industry. SkyTouch drives customer delight with solutions that deliver easier, faster, and more efficient hotel operations. SkyTouch’s flagship product, the Hotel OS®, is the most widely used cloud-based property management system in the industry, relied upon by more than 6000 hotels worldwide to manage their mission-critical business operations. The Hotel OS is accessible from virtually any device with access to the internet, allowing hoteliers to manage their operations from anywhere. In his role at SkyTouch, Mr. Gorman focuses on business development, product vision, industry education and fostering SkyTouch’s culture of focused innovation. Mr. Gorman works with hoteliers to help them leverage technology to grow their business, improve their operations, and enhance their guest experience. Mr. Gorman is a member of the Vendor Advisory Council for Hospitality Technology Next Generation (HTNG), the hospitality industry’s leading trade association for fostering collaboration between hoteliers and technology providers. He co-chairs the HTNG payments workgroup, partnering with other technology leaders to educate the industry on payments-related technologies and best practices. Prior to his role at SkyTouch Technology, Mr. Gorman led the Property Systems Development group for Choice Hotels International. In that role, Mr. Gorman was responsible for the initial architecture, design, and implementation of choiceADVANTAGE, the industry’s first large-scale, cloud-based property management system. Mr. Gorman is a graduate of Oregon State University with a degree in Industrial and Manufacturing Engineering. Please visit http://www.skytouchtechnology.com for more information.

Mr. Gorman can be contacted at 602-337-2800 or lgorman@skytouchtechnology.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.