Editorial Board   Guest Author

Dr. Kimes

Sheryl E. Kimes

Professor of Operations Management, Cornell University School of Hotel Administration

Sheryl E. Kimes is a professor of operations management in the School of Hotel Administration at Cornell University. From 2005-2006, she served as interim dean of the Hotel School and from 2001- 2005, she served as the schools director of graduate studies. She teaches courses in restaurant revenue management, advanced revenue management, service operations management and advanced hospitality operations management. Dr. Kimes's research interests include revenue management and forecasting in the restaurant, hotel, and golf industries. She was given the Lifetime Achievement Award by the College of Service Operations of the Production and Operations Management Society and was honored with the Industry Relevance Award by the Cornell University Center for Hospitality Research in 2010. Dr. Kimes was awarded the La Quinta Research Fellowship, and has received 20 university research grants. She has been listed in Whos Who and has been named as the Cornell University School of Hotel Administration Graduate Teacher of the Year three times. Dr. Kimes has published more than 50 articles in leading journals such as Interfaces, Journal of Operations Management, Journal of Service Research, Journal of Operational Research, and the Cornell Hotel and Restaurant Administration Quarterly. She is the author/co-author of over 30 national and international conference papers and has been an invited speaker at numerous international conferences. Professor Kimes serves as a consultant to many business enterprises around the world. Her work is focused primarily on maximizing revenue management practices. She has served the hospitality industry as a consultant to many business enterprises around the world, including Hyatt Hotels and Resorts, Walt Disney World Resorts, Yum Brands, The Peninsula Group, Aramark, Starwood Asia-Pacific and Troon Golf. Professor Kimes earned her doctorate in operations management in 1987 from the University of Texas at Austin. She also holds an M.B.A. from New Mexico State University; an M.A.P.A. from the University of Virginia; and an A.B. from the University of Missouri.

Dr. Kimes can be contacted at 607.255.3692 or sek6@cornell.edu

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.