Editorial Board   Guest Author

Dr. Berezina

Katerina Berezina

Assistant Professor Department of Nutrition & Hospitality Management, University of Mississippi

Dr. Katerina Berezina, CHTP, CRME, CHIA, is an Assistant Professor in the Department of Nutrition and Hospitality Management (NHM) at the University of Mississippi. She received her Ph.D. in Health and Human Performance with concentration in Tourism at the University of Florida in August 2014.

Dr. Berezina also holds her undergraduate degree in Hospitality and Tourism from Penza State University, Russia, and a Master of Science degree in Hospitality Information Management from the University of Delaware.

Dr. Berezina's industry experience includes working in travel agencies and hotels in Russia and the United States. Prior to joining the University of Mississippi, she was an Assistant Professor in the College of Hospitality and Tourism Leadership at the University of South Florida Sarasota-Manatee.

Dr. Berezina's research interests are in the areas of information technology in hospitality and tourism, electronic distribution, and revenue management. Her research has been presented at national and international conferences, and published in leading academic and professional publications. She has co-authored a textbook and three book chapters on hospitality technology.

Dr. Berezina serves as the Managing Editor of the Journal of Hospitality and Tourism Technology (JHTT). She is an active member of Hospitality Financial and Technology Professionals (HFTP) and Hospitality Sales and Marketing Association International (HSMAI).

Dr. Berezina also serves as a member of the Certified Hospitality Technology Professional (CHTP) Advisory Council with HFTP, in addition to coordinating two university programs that integrate real-life hotel software into the hospitality curriculum: innRoad University Program and M3 Link University Program.

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

Dr. Berezina can be contacted at +1 662-915-1505 or katerina@katerinaberezina.com

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.