Editorial Board   Guest Author

Mr. Taillon

Justin Taillon

Department Head Hospitality & Tourism Management, Highline College

Justin Taillon high school guidance counsellor nailed his professional path when she called him a hospitality personality when handing him his diploma. Mr. Taillon subsequently spent a decade in hospitality operations including stints with Starwood, Marriott, and Hilton. In 8 years he opened 4 properties, in roles varying from intern in the housekeeping department to Assistant General Manager. In fact, his lodging career began in Food & Beverage operations while he was still in high school, he moved into hotel operations while earning his bachelor's degree from the University of Houston, and his applied lodging career culminated in an Assistant General Manager posting with Hilton.

He then moved into academia, working toward higher education degrees from the University of Guelph (MBA) in Toronto and Texas A&M University (PhD). The dichotomy of applied and academic work remains integral to Mr. Taillon. He maintains this academic and applied focus in his research and outreach by serving as an Editor for Anatolia, being a Global Director for HFTP (Hospitality Financial & Technology Professionals), Chairing HITEC in 2019 and 2020, and working with local industry partners through grants and financed projects such as Starbucks, Food Innovation Network, Port of Seattle (i.e. SeaTac Airport), and many more.

His primary research areas of emphasis are market-based socio-cultural conservation and negotiation theory. His research is highlighted by projects he has completed in South Korea, Peru, Costa Rica, Canada (e.g. Quebec, Toronto), USA (e.g. Myrtle Beach, Lake Travis), Ireland, Brazil, Bolivia, Kenya, Qatar, the United Arab Emirates, Turks & Caicos, Montenegro, and more.

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

Mr. Taillon can be contacted at +1 206-878-3710 or jtaillon@highline.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.