Editorial Board   Guest Author

Mr. Houran

James Houran

Managing Director, AETHOS Consulting Group

Dr. Jim Houran, Managing Director of AETHOS Consulting Group, is a 20-year veteran in applied psychological research and a published expert on peak performance, online testing and interpersonal and organizational compatibility. He has authored over 100 articles, and his award-winning work has been profiled by a myriad of media outlets and programs including the Discovery Channel, A&E, BBC, National Geographic, NBCs Today Show, USA Today, New Scientist, Psychology Today and Forbes.com. Dr. Houran remains a member of the American Psychological Association, the American Psychological Society, the Hospitality Sales and Marketing Association International and the American Hotel and Lodging Association, and serves as Research Professor in the Laboratory of Statistics and Computation at the Lusofona University of Humanities and Technologies (Lisbon, Portugal). AETHOS Consulting Group is a hospitality industry focused executive search and compensation consulting firm also specializing in culture creation and organizational effectiveness, as well as talent assessment and customer and employee opinion surveys. Proprietary to AETHOS Consulting Group, 20|20 Assess℠ is the suite of hospitality-specific HR and leadership software for performance management.

Mr. Houran can be contacted at 817-542-7602 or jhouran@aethoscg.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.