Editorial Board   Guest Author

Dr. Scanlon, Ph.D.

Nancy Loman Scanlon, Ph.D.

Associate Professor, Chaplin School of Hospitality & Tourism Management, FIU

Dr. Nancy Loman Scanlon is an Associate Professor at the Chaplin School of Hospitality and Tourism Management, Florida International University. She has over thirty years of lodging industry experience with Hilton Hotels, Marriott Corporation and Interstate Hotels. Dr. Scanlon is the Vice-Chair of the Sustainability Committee of the American Hotel and Lodging Association and serves on the Advisory Panel of the International Tourism Partnership (ITP) London, England. For the United Nations she serves on the UN Disaster Risk Reduction Words In-to Action Committee: Tourism Sector. At the 2015 Summit, she presented on “Miami, A City Slipping Back In-to the Sea”. Dr. Scanlon is chairperson of the Sustainability Council of the Greater Miami and the Beaches Hotel Association. She is also a participant in both the Miami Beach Sea Level Rise Initiative and the Sea Level Rise Institute for Florida International University. Dr. Scanlon speaks internationally on climate change impacts and sustainability issues affecting tourism and is a leader in the application and research of sustainable operating practices and climate change adaptation for the hospitality industry. Her recent travels include several trips to China and Japan. As an advisory board member for MCW Global, Dr. Scanlon recently visited the organizations community centers in Arusha and Songea, Tanzania and Lusaka, Zambia. Dr. Scanlon is the author of several hospitality industry books published by John Wiley and Sons, in addition to refereed conference presentations and journal articles. She holds a PHD in public policy and an MA from the University of Delaware.

Dr. Scanlon, Ph.D. can be contacted at 305-919-4775 or nscanlon@fiu.edu

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.