Editorial Board   

Mr. Catrett

Jeffrey Catrett

Dean, Kendall College Les Roches School of Hospitality Management

Jeffrey Catrett joined Kendall College as Dean of the Les Roches School of Hospitality Management and dean of the School of Business in 2006. His professional experience in hospitality and hospitality education spans 25 years and four continents - North America, Europe, Asia and Africa. After a ten-year management career in hotel operations, with companies such as Omni International and Swiss^otel, Mr. Catrett turned his attention to academics in 1989. Prior to joining Kendall College, Mr. Catrett served as dean at the Ecole h^oteli`ere de Lausanne (2000-2005) and dean of Academics at the original Les Roches Swiss Hotel Association School of Hotel Management (1992-1995), in Bluche, Switzerland. He is a frequent speaker and consultant, both nationally and internationally, on curriculum development, hospitality trends, hospitality information technology and strategic management. Mr. Catrett holds a Bachelor of Arts degree from Middlebury College and a Master of Management in Hospitality from the Cornell University School of Hotel Administration. He has published articles in several major hospitality texts and journals including the Cornell Hotel and Restaurant Administration Quarterly and the Surrey Quarterly. Mr. Catrett is also a member of the Cornell Hotel Society and the International Council of on Hotel, Restaurant and Institutional Education Association (ICHRIE).

Mr. Catrett can be contacted at 312-752-2418 or jcatrett@kendall.edu

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.