Editorial Board   Guest Author

Mr. Gorman

Larry Gorman

Chief Technology Evangelist, SkyTouch Technology

Larry Gorman has 20 years of experience delivering technology solutions to the hospitality industry, serving in various technical and leadership roles focused on property management systems. Mr. Gorman is currently the Chief Technology Evangelist for SkyTouch Technology, a leading technology provider to the hospitality industry. SkyTouch drives customer delight with solutions that deliver easier, faster, and more efficient hotel operations. SkyTouch's flagship product, the Hotel OS®, is the most widely used cloud-based property management system in the industry, relied upon by more than 6000 hotels worldwide to manage their mission-critical business operations. The Hotel OS is accessible from virtually any device with access to the internet, allowing hoteliers to manage their operations from anywhere. In his role at SkyTouch, Mr. Gorman focuses on business development, product vision, industry education and fostering SkyTouch's culture of focused innovation. Mr. Gorman works with hoteliers to help them leverage technology to grow their business, improve their operations, and enhance their guest experience. Mr. Gorman is a member of the Vendor Advisory Council for Hospitality Technology Next Generation (HTNG), the hospitality industry's leading trade association for fostering collaboration between hoteliers and technology providers. He co-chairs the HTNG payments workgroup, partnering with other technology leaders to educate the industry on payments-related technologies and best practices. Prior to his role at SkyTouch Technology, Mr. Gorman led the Property Systems Development group for Choice Hotels International. In that role, Mr. Gorman was responsible for the initial architecture, design, and implementation of choiceADVANTAGE, the industry's first large-scale, cloud-based property management system. Mr. Gorman is a graduate of Oregon State University with a degree in Industrial and Manufacturing Engineering.

Please visit http://www.skytouchtechnology.com for more information.

Mr. Gorman can be contacted at 602-337-2800 or lgorman@skytouchtechnology.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.