Editorial Board   Guest Author

Dr. Forgacs

Gabor Forgacs

Professor, School of Hospitality & Tourism Management, University of Guelph

Dr. Gabor Forgacs has twenty years work experience in the hotel industry on two continents including a management position at a Four Seasons hotel in Toronto, Ontario, Canada and the position of president and general manager of a full service hotel in Budapest, Hungary.

Dr. Forgacs teaches at the Ted Rogers School of Hospitality and Tourism Management at Ryerson University, Toronto since 1997. He is teaching Revenue Management for Hospitality & Tourism, The Value of Branding in Lodging, and Property Management Systems.

Dr. Forgacs is also a member of the Special Graduate Faculty of the School of Hospitality and Tourism Management at the University of Guelph, Ontario, Canada where he teaches Advanced Revenue Management for the MBA program.

Dr. Forgacs had received his doctorate from the Karl Marx University of Economic Sciences, Budapest, Hungary, in 1977. He has authored a book “Revenue Management: Maximizing Revenue in Hospitality Operations” published by the American Hotel & Lodging Educational Institute (2010) and he was the editor of the online discussion series “Branding and Product Specialization in Hotels” by Henry Stewart Publications (2009).

Dr. Forgacs has published articles in the International Journal of Contemporary Hospitality Management, The Hotelier Magazine (Canada), The Rooms Chronicle (U.S.), The Accommodator (Canada), The Canadian Lodging News and other print magazines. Also published in conference proceedings of the ICHRIE (International Council on Hotel, Restaurant and Institutional Education), plus in online publications e.g. Hotel-Online.com, ehotelier.com, hotelnewsresource.com, 4hoteliers.com, htrends.com, HVS Intrenational.com, hsyndicate.org and other electronic publications. Dr. Forgacs is frequently quoted and interviewed in the Canadian media.

Dr. Forgacs can be contacted at 416-979-5000 x6693 or gforgacs@ryerson.ca

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.