Editorial Board   Guest Author

Dr. Higbie

Jon Higbie

Chief Science Officer, Revenue Analytics, Inc.

As the Chief Science Officer at Revenue Analytics, Jon Higbie, PhD oversees the company’s science and innovation efforts, including solution design and technological innovation capabilities. In addition, Jon is responsible for delivering excellence in science and analytics as it relates to creating Revenue Analytics’ intellectual property, which includes toolkits, best practices and pioneering products/service offerings. He is an instrumental force in helping Fortune 1000 companies drive organic revenue and profit by leveraging Big Data with advanced analytics to implement sophisticated pricing, forecasting and Revenue Management techniques. Dr. Higbie is particularly known for his groundbreaking work in the hospitality and advertising industries. He has been recognized for his contributions to the science of group Revenue Management, real-time price management, and large-scale network management for companies such as the ABC Television Network, Ford Motor Company, The Coca-Cola Company, InterContinental Hotels Group, Marriott International and Delta Air Lines. Prior to joining Revenue Analytics, Dr. Higbie served as Chief Scientist for JDA Software, Inc. He is dedicated to giving back to the analytics community and is active on the MIS Advisory Board of the Terry College of Business. In addition, Jon has served as a faculty member at the College of Management at Georgia Tech. Dr. Higbie is an accomplished author and speaker on the topic of pricing and Revenue Management. His concepts and thought leadership have been featured in industry publications such as The Journal of Revenue and Pricing Management, Cornell Hospitality Quarterly and Hotel Business Review, and he has spoken numerous times at the INFORMs Annual Meeting. Finally, Jon was co-recipient of the 2011 Franz Edelman Laurate for the paper, “Retail Price Optimization at InterContinental Hotels Group.”

Dr. Higbie can be contacted at 770-661-1444 or jhigbie@revenueanalytics.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.