Editorial Board   Guest Author

Dr. McGuire

Kelly McGuire

Vice President, Advanced Analytics, Wyndham Destination Network

Dr. Kelly McGuire is Vice President, Advanced Analytics at Wyndham Destination Networks where she leads a team of scientists and developers that build custom analytical solutions for Wyndham's vacation rental business, as well as RCI's exchange market.

Dr. McGuire is an analytics evangelist, helping hospitality and gaming businesses realize the value from big data and advanced analytics initiatives, to build a culture of fact based decision making. Her first book, "Hotel Pricing in a Social World", was recently published by Wiley books. Prior to joining Wyndham, Dr. McGuire lead SAS's Services Industry Global Practice, a team of domain experts in hospitality, gaming, travel, transportation, communications, media, entertainment and the mid-market. Internally at SAS, she was responsible for setting the strategic direction for the practice and defining the industry portfolio and messaging for her industries.

Before taking on this role, she was the industry marketing manager for Hospitality and Gaming at SAS, responsible for the outbound messaging regarding SAS's Hospitality and Gaming capabilities. She also worked with the joint IDeaS and SAS product management team, gathering requirements for ancillary revenue management solutions such as function space, spa and food and beverage. Dr. McGuire was also responsible for defining requirements and creating the market strategy for SAS Revenue Management and Price Optimization Analytics, which is the analytics engine for IDeaS G3 RMS.

Dr. McGuire has a BS from Georgetown University and a MMH and PhD in Revenue Management from the Cornell School of Hotel Administration, where she studied with renowned revenue management researcher, Dr. Sherri Kimes. Her research has been published in the Cornell Hospitality Quarterly, Journal of Pricing and Revenue Management, Journal of Hospitality and Tourism Research and the Journal of Service Management. She is also a frequent contributor to industry publications, speaker at industry conferences and was co-author of the SAS/CHR blog "The Analytic Hospitality Executive". Her latest stream of research, with co-author Breffni Noone, Associate Professor, Penn State, deals with the influence of user generated content on consumer reaction to price during hotel room purchases.

Dr. McGuire can be contacted at 973-753-6411 or Kelly.McGuire@rci.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.