Editorial Board   Guest Author

Ms. De Franco

Agnes De Franco

Professor and Distinguised Chair at C.N. Hilton College, University of Houston

Agnes De Franco, Ed.D., CHE, CHAE, is a professor and distinguished chair at the C.N. Hilton College at the University of Houston. She is a recipient of teaching awards at both the college and university level; co-author of five textbooks and has published more than 90 refereed articles. Ms. De Franco conducts workshops for the Certified Hospitality Accountant Executive examination; a Certified Hospitality Educator Cadre member and is a recipient of the Dean's Award for Excellence in Applied Research, the Best Paper Award from the International Council on Hotel, Restaurant and International Education (I-CHRIE), and the HFTP-iHITA Best Research Paper Award. She earned the Distinguished Faculty Award, Distinguished Alumna Award, and Young Alumna Award from the Hilton College Alumni Association and is a recipient of the H. J. Heinz Graduate Fellowship. Ms. De Franco is active in a number of local, state and national organizations, including serving as the global president of Hospitality Financial and Technology Professionals (HFTP) from 2006-2007; member of I-CHRIE's finance and future fund committees and treasurer of I-CHRIE from 1999 to 2002. She is the past president of Phi Beta Delta and Phi Kappa Phi at the University of Houston and has eight years of central administration experience at UH working with the Texas Higher Education Coordinating Board on undergraduate issues such as persistence, graduation, general education curriculum, and college and career readiness standards. She has eight years of industry experience in food & beverage.

Please visit www.uh.edu for more information.

Ms. De Franco can be contacted at 713-743-2422 or adefranco@uh.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.