Editorial Board   Guest Author

Ms. Ferguson

Allison Ferguson

Senior Strategist, Merkle Inc.

Allison Ferguson is an accomplished and results actualized strategist known for leading the design and execution of data- and analytics-driven CRM, Loyalty and Digital Marketing strategies for leading brands with proven results that grow market share and customer engagement with designed programs and experiences.

Ms. Ferguson is currently a Senior Strategist and thought leader with 500friends, a Merkle-owned loyalty solutions company. There, she works with clients to lead loyalty program design and organizational transformation across industry, business model and level of market maturity.

Ms. Ferguson helps clients primarily in hospitality, retail and financial services companies shape, evolve, deliver and measure customer loyalty strategies and programs and experiences.

Ms. Ferguson has 20 years of loyalty marketing, CRM and analytics experience including 10 years of brand-side experience with IHG and Leading Hotels of the World, and 10 in loyalty consulting, most recently with Accenture. At Leading Hotels of the World, she led a global team to redesign the brand's Leaders Club program, serving the world's most experiential travelers in 500+ of the world's most aspirational hotels.

Ms. Ferguson has a unique perspective that loyalty has evolved into a true marketing science that enables authentic and value-driven connections between brands and customers, brands and brands, and between customers and one another. She is deeply passionate about facilitating and shaping the best ideas from her client organizations in order to create a genuine value exchange with customers.

Ms. Ferguson considers herself a value creator and problem solver and takes great pride in the many brands she has served.

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

Ms. Ferguson can be contacted at 443-542-4200 or aferguson@merkleinc.com

Coming up in December 2020...

Hotel Law: Protecting Guest Privacy

Every business is obligated to protect their customers from identity theft but unfortunately, data breaches have become all too common. In an effort to protect a guest's right to privacy and to safeguard their personal data, the European Union passed a General Data Protection Regulation (GDPR) that could hold hotels legally liable for any breaches that expose a customer's sensitive personal information. Though the GDPR only pertains to EU citizens' data, any international business that mishandles their data can be legally responsible. Another legal issue of concern is the fight involving hotel "resort fees." Several states attorney generals have recently filed suit against two major hotel chains in an effort to litigate this practice. Their suit alleges that these companies are "engaged in deceptive and misleading pricing practices and their failure to disclose fees is in violation of consumer protection laws." The suit seeks to force the hotel chains to advertise the true price of their hotel rooms. There are several other legal issues that the industry is being forced to address. Sexual harassment prevention in the workplace is still top of mind for hotel employers-particularly in New York and California, which now statutorily require harassment training. Hotels and motels in California will also soon be required to train all their employees on human trafficking awareness. Immigration issues are also of major concern to hotel employers, especially in the midst of a severe labor shortage. The government is issuing fewer H2B visas for low-skilled workers, as well as J-1 visas for temporary workers. Though there is little hope for any comprehensive immigration reform, hotel lobbying groups are actively seeking legal remedies to alleviate this problem. These are just a few of the critical issues that the December issue of the Hotel Business Review will examine in the area of hotel law.