Editorial Board   Guest Author

Ms. Christodoulidou

Natasa Christodoulidou

Assistant Professor, California State University

Dr. Christodoulidou is the Director of the Hospitality Technology Research Institute at California State University Dominguez Hills (CSUDH). She is an Associate Professor in the Management and Marketing Department at CSUDH where she teaches for the undergraduate and the MBA programs. She holds a Ph.D. from the University of Nevada Las Vegas (UNLV), an MBA from the University of Wisconsin-Milwaukee (UWM), and a Master's of Accounting and a B.Sc. from Arizona State University (ASU). Her research interests are in the areas of Hospitality Technology, Electronic Commerce, Electronic Distribution, and E-Marketing. Her research has appeared in numerous academic and professional journals. Dr. Christodoulidou presents regularly at academic and professional industry conferences around the world. She has recently served as Program Co-chair for the 2015 Decision Sciences Institute (DSI) Annual Meeting in Seattle. She is currently serving as President Elect for the 2016 Program Chair for the Western Decision Sciences Institute (WDSI). Dr. Christodoulidou has published over 50 articles in the hospitality area, has been cited 100s of times in publications around the world, and has received a number of research awards. She has visited for research and/or speaking engagements all five continents and this has influenced her approach and writing style in the publishing work she has produced over the last 13 years. Currently Dr. Christodoulidou is investigating the impact of mobile technologies and social media for airlines, hotels, and online Travel Agencies (OTAs) through the various distribution channels. Her speaking engagements recently have included Cyprus, Dubai, France, Los Angeles, San Francisco, Long Beach, Las Vegas, Boston, Dallas, and others.

Ms. Christodoulidou can be contacted at 310-243-3502 or Nchristodoulidou@yahoo.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.