Editorial Board   Guest Author

Dr. Cain

Lisa Cain

Assistant Professor, Chaplin School of Hospitality & Tourism Management, FIU

Dr. Lisa Cain is an Assistant Professor in the Chaplin School of Hospitality and Tourism Management at Florida International University, where she teaches both undergraduate and graduate level Hospitality Management courses.  She received her doctoral degree in 2015 in Hospitality Administration from the University of Nevada, Las Vegas. She earned her Master's degree from Florida International University in Hospitality Management and her Bachelor's degree from Smith College in English Language and Literature. She also spent a year studying at Oxford University in England.  

Prior to beginning a career in academia, Dr. Cain worked for several years as the director of operations for a small start-up healthcare technology company in Los Angeles, California, and then for several more years in the fine-dining foodservice industry in Miami, Florida and in Las Vegas, Nevada, respectively.  Her time in industry sparked her desire to further pursue her academic career.

Dr. Cain currently teaches marketing management at both the undergraduate and graduate levels, and globalization and competitive methods in the hospitality industry for graduate students at Florida International University. She has previously taught organizational behavior, and leadership, management and ethics for undergraduate students at the University of Nevada, Las Vegas.

Dr. Cain's research interests fall within the broad topics of organizational behavior and marketing, with an emphasis on understanding internal and external customer behavior. Specifically, she has published in the areas of work-life balance, substance abuse among hospitality workers, and loyalty in the hospitality industry. She continues to develop research in these topics

Please visit http://www.fiu.edu for more information.

Dr. Cain can be contacted at 305-919-4500 or lcain@fiu.edu

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.