Editorial Board   Guest Author

Mr. Lowe

Bob Lowe

Vice President of POS Intergrations, Heartland Payment Systems

Bob Lowe has been in the software space for more than 30 years. Initially working in software development, he wrote solutions for many customer types before specializing in hotel software. He was involved in CRS, property management, point of sale and spa, golf and event management systems that were sold globally. He oversaw the integration of hotel and restaurant systems to credit card gateways, switches and processors in many parts of the world, including the U.S., UK, Europe, India, China and South Africa. He became closely involved in credit card security when Visa released its CISP guidelines in 2000 and implemented strategies to address the card security standards beginning with CISP and carrying on through PABP, PCI DSS and PA-DSS. For the past eight years he has held senior business development and integration management roles in the payment card acquiring area - holding senior roles in both gateway and processors that connect to all industry types including hotel software companies. He has been an industry representative on the board of the Open Travel Alliance and has been involved in HTNG workgroups. He speaks frequently at events and industry forums. MR. Lowe is vice president of POS integration with Heartland Payment Systems, now part of Global Payments, and resides in Northern California. He is currently working to simplify the way systems integrate while also improving card security. He plans to attend the Electronic Transaction Association event in Las Vegas, the National Restaurant Association event in Chicago and HITEC in Toronto over the next few months.

Please visit https://www.heartlandpaymentsystems.com for more information.

Mr. Lowe can be contacted at 530-274-2329 or Robert.Lowe@e-hps.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.