Editorial Board   Guest Author

Dr. Tracey

Bruce Tracey

Professor of Management, Cornell University's School of Hotel Administration

Dr. Bruce Tracey is a Professor of Management at Cornell University's School of Hotel Administration. Since joining the faculty in 1992, he has taught courses in strategic and human resources management and leadership for undergraduate, graduate, executive, and online audiences throughout the world.

Dr. Tracey's research examines a wide range of topics, including factors that influence the effectiveness of training and development initiatives, the nature and roles of flexible HR systems, causes and costs of employee turnover, scale and measurement development, and HR implications for legal compliance.

Dr. Tracey has presented his work at numerous regional, national, and international conferences, and his research has been published in diverse outlets such as the Journal of Applied Psychology, the Journal of Management, the Cornell Hospitality Quarterly, the International Journal of Contemporary Hospitality Management, and the University of Pennsylvania Journal of Labor and Employment Law.

Dr. Tracey's sponsors for research, consulting, and executive training include the American Hotel and Lodging Association, Four Seasons Hotels and Resorts, Hilton Worldwide, Marriott International, Mövenpick Hotels and Resorts, the Kessler Collection, Blue Hill Farm, Hillstone Restaurant Group, Uno Chicago Grill, among other companies, and he has been cited in USA Today, the New York Times, Fast Company, Powder Magazine, Times-Picayune/nola.com, Orlando Sentinel, wgbh.org, ehotelier.com, and other popular press and online outlets.

Dr. Tracey is also serving as a second-term Editor of the Cornell Hospitality Quarterly, and is the Vice President for the International Network of Business and Management Journals, which promotes professional development for emerging scholars.

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

Dr. Tracey can be contacted at +1 607-255-8555 or jbt6@cornell.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.