Editorial Board   

Mr. Federman

John Federman

CEO, eStara

John Federman is CEO of eStara, a leading provider of multi-channel communications solutions that connect buyers and sellers. eStara's customer interaction tools increase marketing and sales conversion rates for large enterprises including Starwood, Hilton, Red Lion, and Club Med. Other clients include Verizon, Amazon.com and Continental Airlines. eStara's Click to Call service seamlessly transitions online consumers, together with the context of their session, into immediate telephone or PC-based voice contact with the business. Their call tracking service provides a flexible, scalable call tracking and monitoring service that allows companies to track leads generated in any print or online medium. As Chief Executive Officer, John Federman is responsible for eStara's strategic direction, growth and corporate vision. Mr. Federman brings more than 20 years of experience with innovative information technology and media companies to eStara. Prior to joining the Company, Mr. Federman was co-founder, president and CEO of Dotomi, an Internet advertising company, and was responsible for its successful rollout in the United States. Mr. Federman has extensive experience in developing start-up companies and driving them to growth and profitability. As president and CEO of AdSmart, a CMGI company, he grew the company tenfold and orchestrated its sale to Engage. Following AdSmart, he successfully repositioned Newmediary from a destination site to an ASP supporting a private label directory network, and sold that company to CNet Networks. Mr. Federman's career began at Ziff Davis Publishing, where he held a number of positions culminating as Publisher of PC Week, the world's Number 1 trade journal. Mr. Federman is a graduate of the University of Massachusetts and holds a Bachelor of Arts degree in Business and Art.

Mr. Federman can be contacted at 703-842-4436 or John.federman@estara.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.