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 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.