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.

Her industry experience includes working in travel agencies and hotels in Russia and the United States. Prior to joining the University of Mississippi, Dr. Berezina 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. Dr. Berezina co-authored a textbook and three book chapters on hospitality technology.

She serves as the Managing Editor of the Journal of Hospitality and Tourism Technology (JHTT). Dr. Berezina is an active member of Hospitality Financial and Technology Professionals (HFTP) and Hospitality Sales and Marketing Association International (HSMAI). She also serves as a member of the Certified Hospitality Technology Professional (CHTP) Advisory Council with HFTP. Dr. Berezina is also a coordinator of 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. for more information.

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