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 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.