Editorial Board   Guest Author

Dr. Singh

Sheetal Singh

Partner Organizational Development Practice & Founder OTI Advisors, HVS Executive Search

An award-winning researcher, corporate trainer, and coach, Dr. Singh is a Professor of Leadership and Change Management for the OMBA program at Robert H. Smith School of Business, University of Maryland, where she received her Ph.D. in Organizational Behavior and Strategy.

Dr. Singh runs her own consulting practice, OTI Advisors LLC, providing leadership development Services to hospitality firms and is a partner with HVS Executive Search, heading its Organizational Development practice.

With a strong background in organizational development and executive training, Dr. Singh specializes in Leadership Development, Change Management, Executive Coaching, Executive Onboarding, Succession Planning, and Employee Wellness, as well as Retention Strategy.

Dr. Singh has spent the last decade studying entrepreneurs, leadership, and emotional labor in hospitality firms and start-ups. Her research and organizational development work was motivated by her dedication to support individual & organizational performance and wellbeing.

She completed her undergraduate work in Commerce at Delhi University and in Hotel Administration from the Institute of Hotel Management, Delhi, India.

She also earned a post-graduate diploma in Hotel Management from The Oberoi Centre of Learning and Development, Delhi, India. Prior to her doctoral endeavors, Dr. Singh spent over a decade in the hotel industry working with The Oberoi Group of Hotels & Resorts and the Carlson Group in various positions ranging from rooms department to food & beverage before transitioning into training & development.

Dr. Singh has appeared as a featured speaker at Cornell University's School of Hotel Administration and continues to serve as a coach for its Leadership Development Program.

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

Dr. Singh can be contacted at +1 202-330-7069 or ssingh@hvs.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.