Editorial Board   Guest Author

Mr. Hudson

Michael Hudson

Senior Vice President Hotel Analytics Division, Groups 360

Michael Hudson, CRME, MBA, is a former Walt Disney Imagineer with more than 20 years experience in engineering design, data analysis and user-experience development. Throughout his career at Disney, he helped open two theme parks and numerous ride systems across both coasts. He championed using data visualization and predictive analytics to improve ride reliability. In 2006, he was recruited by Gaylord Entertainment to graft his Disney experience onto hotel development. He created innovative retail and sports bar experiences for hotel guests and brokered strategic partnerships with the MLB and The Smithsonian. From there, he transitioned to help form a new team centralizing revenue management and yield strategies for the brand. Based on experiences yielding group business during the 2009 downturn, Mr. Hudson then founded Grouponomics to help bring event-performance transparency to the Sales and Revenue Management teams within the Hotel Industry. He focused on creating an application that unlocks data collecting digital cobwebs in CRM systems/spreadsheets. Grouponomics provides Sales, Revenue Management, Hotel Executives and Asset Managers a summarized view of Group business to contract displayed in easy to grasp Key Performance Indicators and communicated with the best practices in modern data visualization. If you can't measure it, you can't change it. After successfully growing for five years, Grouponomics was acquired by Nashville based, Groups360 in 2015. Mr. Hudson joined Groups360 as Head of Strategy, Hotel Analytics Division. Mr. Hudson remains dedicated to continuing to deliver transparency to both sides of the Hotel/Meeting Planner equation. When data is transformed from an ugly tabular system to a format that tells a story, that's when you truly unlock the potential of a collaborative sales process. Effective communication only happens when data is set free; Knowledge for both sides creates efficiency and maximizes profits for all.

Please visit http://www.groups360.com for more information.

Mr. Hudson can be contacted at 615-669-6338 or michael.hudson@groups360.com

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.