Editorial Board   Guest Author

Ms. Mangal

Sapna Mehta Mangal

Associate Professor, School of Hospitality Management, Kendall College

Sapna M. Mangal, an Associate Professor in the School of Hospitality Management brings more than two decades of international hospitality and teaching experience to Kendall College, Chicago. She earned a M.S. in Hotel and Restaurant Management with a minor in Marketing in 1994 at University of North Texas. She returned to Singapore and was gainfully employed as a Program Manager for an Irvine, California-based multi-national, hospitality marketing consulting firm. She undertook consulting projects with Pan Pacific Kuala Lumpur, Pan Pacific Singapore, Omni Marco Polo Singapore, Djakarta Hilton, and the Shanghai Hilton. Ms. Mangal received her MBA from University of Houston Clear Lake with a Management Information Systems concentration. She joined Kendall College’s School of Hospitality Management in 2004 and currently teaches hospitality marketing, e-marketing, strategic management, services marketing, service operations management and Information management. She is the recipient of the “Best Paper” award that she co-wrote on Sustainable Event Marketing. The paper “Sustainable Event Marketing in the MICE Industry: A Theoretical Framework.” was published in the Journal of Convention and Event Tourism. She has also contributed to the India Student Guide, an international student education publication. Ms. Mangal is the faculty advisor for Eta Sigma Delta (ESD) an International hospitality management honors society. She has presented at various industry events, like the Motivation Show, Professional Conference Management Association’s annual meeting and Kendall College TALK conference. She actively participates in hospitality industry professional conferences, trade shows and expositions. She served on the HSMAI IL Chapter Board as the Vice President of Student Affairs from 2010-13. She is a member of I-CHRIE and also serves on a myriad of academic committees at Kendall College. Please visit http://www.kendall.edu for more information.

Ms. Mangal can be contacted at 312-752-2404 or sapna.mangal@kendall.edu

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.