Editorial Board   

Mr. Morse

Steve Morse

General Manager, Travel & Hospitality, ClickSquared

Steve Morse is the General Manager of the Travel and Hospitality vertical at ClickSquared. With more than twelve years of experience in entrepreneurial environments, Steve has a proven track record of helping companies position and grow their solutions increasing retention while decreasing overall costs. In this role, Morse counsels clients on the strategic direction, design and implementation of marketing and communication programs to build long-term relationships with customers. He works closely with ClickSquared's travel and hospitality clients throughout North America and Europe. Before joining ClickSquared, he was the Vice President of Demand Generation Products at Marketsoft and the Vice President of Marketing at Elity Systems. Morse also headed Product Marketing at EasyAsk and led the definition and launch of the industry's first synchronized search, navigation, merchandising, and analytics solution. The solution was ultimately purchased by Lands' End, Ann Taylor, GAP, and Lillian Vernon. Prior to this, Morse was the Vice Presidnet of Product Marketing at Xchange, a pioneer in analytical CRM applications. Morse is a graduate of the University of Notre Dame.

Mr. Morse can be contacted at 781-487-7569 or smorse@clicksquared.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.