Editorial Board   Guest Author

Ms. Whitby

Pamela Whitby

Editor, EyeforTravel Ltd

Pamela Whitby is an independent writer, editor and researcher and is the editor for EyeforTravel Ltd. When Pamela isnt tracking the online travel industry for EyeforTravel.com, she is focused on business in Africa where she grew up. Ms. Whitby has completed editorial and/or research projects for organisations that include BBC Focus on Africa, BBC Online, the Daily Telegraph, the Observer, News Desk Media, Longitude Research, Investor's Chronicle and the European Commission. Pamela is an experienced 'generalist' and likes an entrepreneurial endeavour. Ms. Whitby has been involved in two launch publications, has ghost written blogs and co-authored a book on South African's renewable energy sector. She also researched and wrote Is Your Child Safe Online?, a guide for parents. Ms. Whitby grew up in Africa, where she retains strong connections personally and professionally, and has lived and worked in the UK, South Africa and South Korea. See her website for more details. The EyeforTravel North America 2017 Conference will be held this year in Las Vegas (USA) from October 19-20. Please visit http://eyefortravel.com for more information.

Ms. Whitby can be contacted at +44 779 189 1993 or pamela@eyefortravel.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.