Editorial Board   

Mr. Guchait, PhD

Priyanko Guchait, PhD

Associate Professor Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston

Priyanko Guchait, PhD. is a tenured Associate Professor in the Conrad N. Hilton College of Hotel and Restaurant Management at University of Houston. He is an innovative researcher and hospitality educator.

Dr. Guchait is the author of more than 40 peer-reviewed journal articles, book chapters, conference proceedings and magazines. He currently teaches Human Resource Management, Leadership, and Organizational Behavior at the undergraduate level, and Multivariate Data Analysis at the Ph.D. level.

Dr. Guchait taught at the University of Mississippi and The Pennsylvania State University before joining Hilton College in July 2012. He currently serves as the dissertation/thesis chair and in committees for Master's and PhD students.

Dr. Guchait serves as the faculty advisor of Eta Sigma Delta—the International Hospitality Honor Society, and also serves as the Chair of Innovation Lab in the Hilton College. He sits on the editorial boards of journals including IJCHM and reviews for several others. Additionally, he is currently serving as Director of Marketing for WFCHRIE.

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

Mr. Guchait, PhD can be contacted at +1 713-743-2433 or pguchait@uh.edu

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.