Editorial Board   Guest Author

Dr. Kimes

Sheryl E. Kimes

Professor of Operations Management, Cornell University School of Hotel Administration

Sheryl E. Kimes is a Emeritus Professor of Operations Management at the Cornell University School of Hotel Administration and a Visiting Professor of Analytics and Operations at the Business School at the National University of Singapore. Her area of specialization is revenue management. She has been teaching, conducting research and providing consulting services in this area for over 25 years. She has published over 100 articles and book chapters and has received multiple awards for her research including the Lifetime Achievement Award by the College of Service Operations of the Production and Operations Management Society and the Industry Relevance Award by the Cornell University Center for Hospitality Research in 2010, 2012 and 2014.

In 2017, she was given the Hotel Sales and Marketing International Association Vanguard Award for Lifetime Achievement in Revenue Management. She was the third recipient of this award.

She has won multiple teaching awards including the Hospitality Teacher of the Year in 1993, 1997 and 2003 and a Ted Teng Teaching Award in 2012. In 2014, she was honored with the Menschel Distinguished Teaching Fellowship from Cornell University. She was the fourth recipient of the award.

Professor Kimes serves as a consultant to many business enterprises around the world including Fairmont Raffles Hotels International, American Airlines, Walt Disney World Resorts, Hyatt International, The Peninsula Group, Four Seasons Hotels and Resorts, Starwood Asia-Pacific and Marina Bay Sands.

 

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

Dr. Kimes can be contacted at +1 607-255-3692 or sek6@cornell.edu

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.