Editorial Board   Guest Author

Ms. Adair

Nicole Adair

Corporate Director of Revenue Management, SHR

Nicole Adair is Corporate Director of Revenue Management at SHR, creators of the Windsurfer® CRS and leading providers of technology that keeps hotels competitive. SHR provides hotels sophisticated tools and services that help execute their reservation and distribution strategy while optimizing the profitability of their room inventory. In her current role, she oversees operations for SHR's Revenue Management for Hire department, leading a team of experienced Directors of Revenue Management who serve SHR client hotels by improving and advancing their revenue generation and distribution strategies. Her team's goal is to ensure that properties of all sizes and in all markets have access to top revenue talent, whether they need to fill short-term gaps in staffing or are looking for long-term strategic leadership. In addition to working with her own client properties in markets as diverse as Bermuda, Orlando, Vail, and the San Antonio Riverwalk, Ms. Adair enjoys collaborating with SHR's corporate team to bring the revenue manager's perspective to new technology initiatives.

Ms. Adair joined SHR in 2015 as an Area Director of Revenue Management after working in Honolulu as a corporate revenue management for a diverse portfolio of hotels across mainland United States and Hawaii. She is a Certified Revenue Management Executive (CRME), and has extensive experience in directing connectivity and channel interfacing initiatives for numerous CRS, PMS, and channel management platforms. Ms. Adair holds a bachelor's degree in Russian and a master's degree in Hospitality Management.


Please visit http://www.shr.global for more information.

Ms. Adair can be contacted at 281-661-8901 or nadair@shr.global

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.