Editorial Board   Guest Author

Ms. Fruend

Melissa Fruend

Partner, Global Solutions, LoyaltyOne

Melissa Fruend has over 20 years of expertise in leading the development of consumer loyalty and CRM strategy solutions with specific emphasis on the research and strategies for Millennials. As a Partner at Global Solutions, she is responsible for the Loyalty and CRM Strategic Consulting focus in our practice. She manages a team of consultants and business analysts who offer innovative loyalty strategies to improve customer engagement through increased customer identification that impacts revenues for brands. Industry expertise includes High Frequency Retail, Specialty Retail, Quick Service Restaurant, Grocery, Travel and Hospitality, Entertainment and Financial Services. Recent client relationships include Domino’s Pizza, Abercrombie & Fitch, Caribou Coffee, Darden Giant Eagle, E-Bay, PetSmart, Alaska Airlines, Four Seasons Hotels and Resorts, Tim Horton’s, and Darden Restaurants. Ms. Fruend has held leadership positions with other marketing leaders such as Maritz Loyalty Marketing, DDB and CrowdTwist, in addition to her five + years at LoyaltyOne. Her extensive loyalty background coupled with comprehensive client relationship skills insures brands are delivered quality loyalty expertise based in analytics. In addition to her LoyaltyOne clientele, Ms. Fruend has had the pleasure of working on both consumer and business to business projects with many Fortune 500 companies including Wells Fargo, JPMorgan Chase, Kimberly Clark, Village Roadshow and Walgreens. A frequent contributor on the topics of loyalty and CRM, Ms. Fruend can be found most recently in publications such as The Chicago Tribune, London Times via Raconteur, Direct Marketing News, and Colloquy. Her next speaking engagement will be at the CRMC 2017 conference in Chicago this June. Please visit http://www.loyalty.com for more information.

Ms. Fruend can be contacted at 416-552-4513 or mfruend@loyalty.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.