Editorial Board   

Mr. Hall

Stephen Hall

Founder, Brandworks Distribution LLC

Stephen S.J. Hall was a 1956 graduate of the school of Hotel Administration at Cornell University. He also holds an MBA with high honors from Michigan State University as well as a Masters Degree in Divinity from Harvard. After serving as a Marine Corps officer from 1956 to 1958 he spent most of his career in the hospitality industry starting as a field engineer with Sheraton Corporation. He was promoted to Director of Operations Support for ITT Sheraton leaving in 1971 to become Vice President for Administration of Harvard where he managed 10 departments with an annual budget of $95 million dollars spending an additional 300 million per annum for new construction. While at ITT Sheraton one of his duties was as the first Quality Assurance Director in the industry. In 1981 he formed a quality assurance consulting company and implemented the first quality assurance program in the American Hotel and Lodging Association. The company also put in programs in the Bahamas as well as several hotels in the US including the Greenbrier in White Sulphur Springs, WV. Mr. Hall has taught Quality Assurance at several universities including Cornell, the University of Nevada Las Vegas, New Hampshire, the Instut de Management Hoteiier in Cergy- Pontoise, France as well as Glion in Switzerland where he was also the Director of Studies. He has given seminars worldwide. He has also held positions as Pastor of the Congregational church in Cohasset Massachusetts and the Associate Pastor of the American Church in Paris, France. Mr. Hall has written and published four books: QUALITY ASSURANCE IN THE HOSPITALITY INDUSTRY - The American Society for Quality Control, READINGS IN ETHICS - Education Institute of AH&LA, JOURNEY TO EXCELLENCE - Dog Ear Press and PLUMB BOB - Dog Ear Press. While quality assurance is traditionally defined as conformance to standards will Mr. Hall has promoted the idea that conformance to standards alone is insufficient. Standards must be “right” standards thus introducing ethics and replaces quality assurance with the word excellence as the ultimate goal. Excellence is defined as “consistently doing right things.” Although several surveys, in recent years, indicated that managers have a strong interest in ethics and consider the practice of ethics to be beneficial to the bottom line, few hotels have a comprehensive program of ethics in place. The problem is analyzed in the book PLUMB BOB which also includes a new theory of which can be easily taught to employees

Mr. Hall can be contacted at Larry_Hall@SpringerMiller.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.