Editorial Board   Guest Author

Dr. Zemke

Dina Zemke

Assistant Professor William f. Harrah College of Hotel Administration, University of Nevada, Las Vegas

Dina Marie Zemke, Ph.D., is an assistant professor in the William F. Harrah College of Hotel Administration at the University of Nevada, Las Vegas, where she primarily teaches courses in facilities management. Prior to her academic career, she obtained industry experience with Hilton Hotels, starting in the property operations department at the Waldorf-Astoria in New York City, followed by the Tarrytown Hilton. She followed that with a career in sales with Otis Elevator in New York and Wisconsin. One of Dr. Zemke's research interests is examining hotel design and its relationship with property performance and guest and employee satisfaction. The work is focusing on how to determine how assessing design quality can help in the capital reinvestment decision-making process. An additional research area examines how to incorporate hospitality principles into healthcare settings to improve hospital performance and patient satisfaction. Past projects include the studies of ambient scent and ambient noise in hospitality settings, gaming customer profiling, and hotel cleanliness. She has published in numerous academic journals and co-authored a textbook, Managing the Built Environment in Hospitality Facilities, with fellow UNLV faculty member Thomas Jones. Dr. Zemke holds BOMI's Real Property Administrator designation and is also holds the LEED-Green Associate credential. She is a member of the Nevada chapter of the U.S. Green Building Council, as well as the AH&LA's Sustainability Committee. An active member of the Council on Hotel, Restaurant, and Institutional Educators (CHRIE), she serves as the chair of the Facilities Management special interest group, which exists to support hospitality educators who teach facilities planning, management, and design. She is also a member of the CHRIE Research SIG and the Environmental Hospitality Issues SIG. Dr. Zemke has a Ph.D. from the University of Nevada, Las Vegas, and MBA from the University of Minnesota's Carlson School of Management, and a BS from Cornell University's School of Hotel Administration. Prior to returning to UNLV in 2012, she also taught in hospitality programs at the University of New Hampshire, Cornell University, and Johnson & Wales University - Charlotte.

Dr. Zemke can be contacted at 702-895-4844 or dina.zemke@unlv.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.