Editorial Board   

Mr. Starkov

Max Starkov

President & CEO, Hospitality eBusiness Strategies Inc

Max Starkov is Chief eBusiness Strategist at Hospitality eBusiness Strategies, Inc. in New York City. He advises companies in the Travel and Hospitality verticals on their eBusiness and eDistribution strategies.

Mr. Starkov has teamed up with HVS International Technology Strategies to provide eDistribution strategy consulting services to the hospitality industry. He also teaches a graduate course on "Hospitality/Tourism eDistribution Systems" at New York University.

Mr. Starkov has an extensive eBusiness and Web travel technologies experience. He co-founded and served as CEO and Director of two eBusiness companies: Whale Media, Inc. (B2B travel technology infrastructure provider to the hospitality, corporate travel and convention and meetings markets) and Travelbreak.com, Inc. (B2C online travel marketplace).

Under his leadership Whale Media won the prestigious 2001 Worldwide Microsoft RAD Award for its SmartSuite ASP technology applications for hospitality.

Mr. Starkov has 17 years experience in pioneering and building successful travel businesses and eBusiness strategies for national and multinational hospitality and travel companies. He has written numerous reports, industry research, and articles.

Mr. Starkov has an MBA degree, Beta Gamma Sigma Honors, from Fordham University in New York and an MS in Global Economics degree.

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

Mr. Starkov can be contacted at +1 212-752-8186 or max@hebsdigital.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.