Editorial Board   

Dr. Binkert

Jacqueline Binkert

Co-Founder, Appreciative Coaching Collaborative, LLC

Jacqueline Binkert, Ph.D. began her career as an adult educator working with multi-lingual and multi-cultural adults of wide-ranging capabilities and backgrounds. Moving to the business world, she joined Ford Motor Company as an internal Organization Development consultant. There, she acquired expertise in large-scale change. She consulted with executives and teams to address the leadership impact of system-wide changes such as managing in a matrix, leading dispersed international teams, moving from functional to system responsibilities and adopting brand management. Since leaving Ford, Dr. Binkert has continued to work with leaders and teams during times of major change and transformation. As an executive coach, she works with her clients to view issues from a systems perspective by challenging them to consider broader contexts and alternative conceptual frameworks, calling for rigor in their thinking and encouraging them to enhance their leadership capabilities. She has coached leaders in such topics as leadership development (bringing out the leader's own potential and that of the people who work for the leader), strategic planning (stretching for growth and improvement), and culture change (influencing the company culture for the betterment of employees and improved business performance). Clients benefit from Dr. Binkert's in-depth knowledge of psychology, leadership effectiveness, organizational behavior and change, and team dynamics. Dr. Binkert's coaching is distinguished by her appreciative, strengths-based approach to change. Her coaching is informed by practical experience, underlying theory and research. She is co-author of the book, Appreciative Coaching: A Positive Process for Change published by Jossey-Bass. Appreciative Coaching is an innovative approach to coaching based on the organizational change process called Appreciative Inquiry. She trains this approach to participants worldwide. Dr. Binkert earned her Ph.D. in Human and Organizational Systems from the Fielding Graduate University, Santa Barbara, CA. She is an international advisor for students at Assumption University, Bangkok, Ph.D. program in Organization Development.

Dr. Binkert can be contacted at 248-684-6332 or jbinkert@AppreciativeCoaching.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.