Editorial Board   Guest Author

Dr. Olson

Lynne A. Olson

RD&E Corporate Scientist, Global Sustainability, ECOLAB

Lynne Olson is a Corporate Scientist for Global Sustainability at Ecolab Inc., the global leader in water, hygiene and energy technologies and services that protect people and vital resources. In her current role, Dr. Olson helps drive top-line growth for Ecolab and its customers by embedding sustainability thought leadership into innovation management, product offerings, and sector-level standardization of sustainable growth benchmarks. Dr. Olson has more than 30 years of experience in product development, and program management, which has resulted in many individual and group patents. Lynne was part of the first Ecolab team trained as Lean Six Sigma (LSS) Black Belts, and led several significant process improvement projects. After LSS work, she was part of the founding group that defined and deployed the current Ecolab Corporate Sustainability team. Dr. Olson is active in industry groups focused on developing product stewardship guidance. In this context, Lynne provides subject matter expertise to sustainability standard review and development, evolving market initiatives including the Chemical Life Cycle Collaborative (CLiCC) in Santa Barbara, and she is currently on the board of directors of the Sustainable Procurement Leadership Council (SPLC) Dr. Olson received her Ph.D. in Textile Science from the University of Wisconsin at Madison. Ecolab is a trusted partner at more than one million customer locations. With 2015 sales of $13.5 billion and 47,000 associates, Ecolab delivers comprehensive solutions and on-site service to promote safe food, maintain clean environments, optimize water and energy use and improve operational efficiencies for customers in the food, healthcare, energy, hospitality and industrial markets in more than 170 countries around the world.

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

Dr. Olson can be contacted at 651-795-5737 or lynne.olson@ecolab.com

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.