Editorial Board   Guest Author

Prof. O'Halloran

Robert M. O'Halloran

Professor & Director, School of Hospitality Leadership, East Carolina University

Robert M. O'Halloran is a professor and currently the Director of the School of Hospitality Leadership at East Carolina University. He was previously Director of the Kemmons Wilson School of Hospitality and Resort Management at the University of Memphis. He has also served in faculty and held administrative positions at the State University of New York at Plattsburgh, the University of Denver, Michigan State University and Central Michigan University. Professor O'Halloran teaches courses in planning and development, financial feasibility and food and beverage operations. He was a pre-pilot instructor for the popular Certification in Hotel Industry Analytics (CHIA) program jointly offered through ICHRIE, Smith Travel Research and AH&LA.

His hospitality industry background includes management and training positions with The Harborside Inn on Martha's Vineyard, Massachusetts, Jolly Roger Restaurants Inc., in California, and Pannell Kerr Forster, a management and consulting company in Los Angeles and Boston. As an academic he continued to pursue industry experience through faculty internships with Aramark, Marriott Management Services (now Sodexo), Marriott International and the Club Managers Association of America; New Jersey Chapter. He has continued his industry partnerships serving on a variety of professional boards. He has served on boards and or committees of the North Carolina Restaurant and Lodging Association, the North Carolina's Department of Commerce Travel and Tourism Board, the American Hotel & Lodging Education Foundation, the Certification Commission of the Educational Institute of the America Hotel and Lodging Association (Chair), and the Faculty Advisory Committee of the Educational Institute of the AH & LA and the Training and Education Advisory Council of AH&LA.  He previously served on the boards of the Tennessee Hotel and Lodging Association, the Metro Memphis Hotel & Lodging Association, the Memphis Restaurant Association and the Memphis Convention and Visitor Bureau and the New York State Restaurant Association.

Professor O'Halloran is a recipient of the Innovation in Teaching Award presented by International CHRIE and is recipient of the Tennessee Hotel and Lodging Association's Educator of the Year award. He is author and or co-author of over one hundred articles, columns, cases and chapters in books. He is also co-editor and contributing author for two case books, Cases in Food Service and Cases in Hospitality and Tourism published by Pearson Prentice Hall and has also served as a subject matter expert for the Pearson Foundation. He is an instructor for the Certified Hospitality Educator (CHE) program offered through the Educational Institute of the American Hotel & Lodging Association, and co-author of the book, Mise en Place for Teaching: A Handbook for Hospitality & Tourism Educators and Trainers published by the Educational Institute of the AH & LA. 

Please visit http://www.ecu.edu for more information.

Prof. O'Halloran can be contacted at +1 252-737-1604 or ohalloranr@ecu.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.