Editorial Board   Guest Author

Mr. Kennedy

Doug Kennedy

President, Kennedy Training Network

Doug Kennedy is president of the Kennedy Training Network, Inc. a leading provider of hotel sales, guest service, reservations and front desk training programs and telephone mystery shopping services for the lodging and hospitality industry. Mr. Kennedy has been a fixture on the industry’s conference circuit for hotel companies, brands and associations for more than two decades. It is estimated that over 15,000 others have participated in training workshops and seminars he has presented personally throughout the United States, Canada and Mexico, as well as in places like Sao Paulo, Brazil, Singapore, Kaula Lumpur , Malaysia, Sophia, Bulgaria, Frankfurt, Germany, Florence, Italy, Amsterdam, Netherlands, Kiev, Ukraine, and Moscow Russia. Since 1996, Mr. Kennedy’s monthly training articles have been published worldwide, making him one of the most widely read hospitality industry authorities. He is the author of “So You REALLY Like Working With People? - Five Principles for Hospitality Excellence.” Before launching his first hotel training company as a young 20-something entrepreneur in 1989, Mr. Kennedy started his career working as a bellman during his college years for Marriott’s 125th property, the Griffin Gate Resort. He also spent his early years working in front office management and sales for prestigious hotels such as The Stanhope in New York, The Mayfair House in Coconut Grove, and Doral Golf Resort in Miami. From 1991 to 2003 was the co-founder and President of HSA International and from 2003 – 2007 he was the founding advisor of the Hospitality Sales & Marketing Association International‘s (HSMAI) Revenue Management Advisory Board. Please visit http://www.kennedytrainingnetwork.com for more information.

Mr. Kennedy can be contacted at 866-922-4662 or doug@kennedytrainingnetwork.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.