Editorial Board   Guest Author

Ms. Moughan

Liz Moughan

Senior Director, Global Industry Practice Group, Kronos Incorporated

As senior director of the global industry practice group at Kronos Incorporated, Liz Moughan is tasked with determining the company's strategic direction across sectors globally. She is also responsible for partnering across sales, services, and customer support to achieve sales growth and customer satisfaction goals. Ms. Moughan joined Kronos in 2003, and since then has served in various marketing roles, most recently as head of the retail and hospitality practice group. Among her notable accomplishments, Ms. Moughan played a key role in the launch of Kronos mobile workforce management solutions working cross functionally with various engineering, marketing, and sales teams. She also frequently travels across the world to talk to Kronos customers and partners, and is well versed in global workforce management strategies. Prior to Kronos, Ms. Moughan worked at a leading high- tech public relations agency, Lois Paul & Partners. Ms. Moughan is a member of the National Retail Federation and the Retail Orphan Initiative and earned her bachelor's degree in Communication Disorders from the University of Massachusetts, Amherst. She is frequently quoted in publications such as RIS News, Reuters, STORES, and The Wall Street Journal. Please visit http://www.kronos.com for more information.

Ms. Moughan can be contacted at 978-250-9800 or lmoughan@kronos.com

Coming up in June 2018...

Sales & Marketing: Opinions Matter

Hotel Sales and Marketing Directors manage a complex mix of strategies to attract and convert customers into guests. Part of their expertise includes an awareness of customer behavior during the reservation process, so they can make sure their hotel is favorably positioned. One such trend is the growing popularity of travel review sites. According to one recent survey, 61% of prospective customers consult online reviews in order to validate information about the hotel before making a purchasing decision. Another survey found that the average hotel customer reads between 6-12 reviews across 4-10 properties before making a final decision on where to stay. Similarly, other studies have shown that consumer reviews are a more trusted source of information for prospective customers than other kinds of marketing messaging. In fact, reviews are often considered to be as influential as price regarding whether a customer decides to complete a purchase or not. Plus, travel sites with the most reviews - including recent reviews from satisfied customers and thoughtful responses from staff - were also found to be the most appealing. So having positive reviews on a travel website is essential and can help to increase a hotel's conversion rates dramatically. Of course, there are all kinds of additional marketing strategies for sales and marketing directors to consider - the importance of video and the emergence of live streaming; the implementation of voice search; the proliferation of travel bots; and the development of Instagram as an e-commerce platform. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.