Editorial Board   Guest Author

Ms. Corwin

Jennifer Corwin

Senior Manager, Customer Insights, J.D. Power

Jennifer Corwin is the Senior Manager of Consumer Insights for Travel & Hospitality Intelligence and Digital Solutions at J.D. Power. She is responsible for thought leadership and providing insights and analyses in the company's Voice of the Customer research across the travel and hospitality and digital sectors.

Ms. Corwin's work spans multiple industry verticals within Travel & Hospitality Intelligence (hotels, airlines, rental cars, airports, cruise lines, loyalty programs, and destinations) and across multiple industries within Digital Solutions (automotive, insurance, utilities, banking, wealth, telecom, and travel and hospitality).

J.D. Power is a global leader in consumer insights, advisory services and data and analytics. These capabilities enable J.D. Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, J.D. Power has offices serving North America, South America, Asia Pacific and Europe. J.D. Power provides industry leading benchmarks, analytics and customer insights across the Banking & Payments, Wealth & Lending, Telecommunications, Insurance, Health, Travel and Utilities sectors through its Global Business Intelligence division.

Ms. Corwin has been with J.D. Power for more than seven years. Prior to assuming her role within the consumer insights team, she provided industry insight and thought leadership within the Travel & Hospitality Intelligence oversight and management of the company's three major syndicated studies from a research operations standpoint: the North America Hotel Guest Satisfaction Index Study; the North America Airline Satisfaction Study; and the North America Rental Car Satisfaction Study.

Ms. Corwin earned a bachelor's degree in biomedical sciences and women's studies from Western Michigan University.

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

Linkedin Profile: https://www.linkedin.com/in/jennifer-corwin-1008/

Ms. Corwin can be contacted at +1 248-680-6406 or Jennifer.Corwin@jdpa.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.