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 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.