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 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.