Editorial Board   Guest Author

Dr. Sammeck

Jan Sammeck

Director Digital Commerce & Projects, Deutsche Hospitality

Jan Sammeck is the Director Digital Commerce and Projects at Deutsche Hospitality, a Frankfurt, Germany-based Hotel Company that operates over 150 hotels in over 20 countries under the brands Steigenberger Hotels and Resorts, MAXX by Steigenberger, JAZ in the City, IntercityHotel and Zleep Hotels. In his function Dr. Sammeck is responsible for all web development and online marketing activities at Deutsche Hospitality.

With his team of online marketers and web project managers, he seeks to provide continuous growth to the group's hotels direct booking revenue, thereby increasing independence in digital distribution. His work is focused on generating more revenue from direct bookings, increasing the efficiency of all online marketing activities, exploring untapped consumer potential and integrating the digital customer journey with the group's websites.

Dr. Sammeck has authored a popular book on online marketing for hotels and contributes regularly to German industry publications. He is also a regular speaker on conferences nationally and internationally where he shares his thoughts on the topics of online marketing, direct distribution and web-related digital processes.

Prior to joining Deutsche Hospitality he was working for a major German OTA, where he led the internationalization into markets such as France and the UK, and also helped launch a budget hotel chain brand. During his early career he gained experience in the consulting industry and worked as a research associate.

Dr Sammeck has an academic background in business administration and holds a Ph.D. in Economics from Leipzig Graduate School of Management.

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

Dr. Sammeck can be contacted at +49 069-66564-187 or jan.sammeck@deutschehospitality.com

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.