Editorial Board   

Mr. Waddell

Michael Waddell

Managing Director, INTEGRITYOne Partners

Michael Waddell began his career preparation by excelling at George Mason University, where he earned his Bachelor of Science in Computer Science. While working on his degree, he envisioned a professional services firm that would deliver superior business and IT solutions to clients in key industries with unparalleled integrity. A key differentiator of this organization would be providing consulting professionals challenging work as well as support to successfully pursue their own professional, family, and community goals. INTEGRITYOne Partners is the realization of this vision. Understanding that first-hand experience was vital to his success, Waddell spent five years with Ideas Commercial Systems, a high-tech software development and support company. As a key contributor to the organization, he gained deep functional experience in system architecture, software development lifecycles, testing, and quality assurance. Waddell was selected to spend several months with a high-profile customer, Microsoft, to institute program management standards, solution delivery processes and service level agreements to create "true" performance standards. Waddell was later recruited to join a consulting firm specializing in telecommunications. His responsibilities included the design, implementation, and management of multi-tiered applications, including budgetary and timeline development responsibilities, as well as performance refinement and flow analysis. Working with MCI and other telecommunication leaders, Waddell enhanced the programmatic, budgetary, and business disciplines he developed earlier in his career. In 1995, Waddell founded Prizum, an IT solutions provider. Initially focused solely on the hospitality and leisure industry, Waddell applied his first-hand knowledge of how systems enable operations and, ultimately, a rich guest experience to the development and integration of hospitality enterprise architectures. He also met customers' needs in the areas of software product evaluation, automation of functional testing, and through the development of a simplified workflow system created to more efficiently manage and track system rollouts at the enterprise level. In 2000, Waddell partnered with Michael Stabolepszy to found INTEGRITYOne Partners, expanding on Prizum's focus areas and building the company to reflect these changes. This expansion includes strategically building trusted relationships and delivering an integrated set of business consulting, technology solutions, and innovation research and development services to hospitality, government, and financial services enterprises. Waddell^aEURTMs rich and varied experience allows him to ensure that clients' technical and business requirements are met, while also providing manageable work-life balance for the INTEGRITYOne team, which is enjoying its sixth year in operation. For more information, visit www.ionep.com. Waddell lives in Falls Church, Va., just outside Washington, D.C. He is active in professional and community organizations, including Hotel Technology Next Generation (HTNG), Hotel Financial & Technology Professionals (HFTP), Open Travel Alliance (OTA), the Starlight Starbright Children's Foundation, and Toys for Tots.

Mr. Waddell can be contacted at michael.waddell@ionep.com

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.