Editorial Board   Guest Author

Mr. Millar

Ian Millar

Deputy Director of INTEHL, Ecole Hotelière de Lausanne

Ian Millar's double expertise in the areas of hospitality and information technology sets him at the forefront of new developments in the international hospitality industry. In addition to his BA Honours degree in International Hospitality Management from the University of Brighton, UK, he is a certified computer technician (Comptia A+). Professor Millar is also a Certified Hospitality Technology Professional - the first European to receive this qualification for hospitality professionals, which is awarded by HFTP (Hospitality Financial and Technical Professionals), a reputed international association which serves over 4,800 members across the world. Professor Millar is a frequent presenter at international IT conferences and is a member of the Advisory Board of the European Hospitality Technology Education Conference (EHTEC), a group of global hospitality experts. He is a member of the Board of Directors of HFTP (Hospitality financial and technology professionals) as the group's educational representative, with the responsibility of helping HFTP to achieve its strategic goals and to help with European expansion. Professor Millar began his career as a Food and Beverage manager in the UK and then implemented various hospitality IT systems for companies based in London and Paris. He joined EHL in 2001. Professor Millar has been instrumental in developing the exceptional resources and expertise available to students at the school. He created EHL's unique CyberHotel, a specially equipped and fully functional centre on campus that features best practical IT solutions in hospitality technology currently used in the industry. Professor Millar has also set up a Student Chapter for the European HFTP at EHL which regularly hosts guest speakers and meetings, and whose main purpose is the education of EHL students in the areas of technology and finance. As of May 2011, Professor Millar is the deputy director of INTEHL, the Institute of Innovation and Entrepreneurship at EHL. Presentations: HITEC 2006 - Session speaker - Food and beverage Business intelligence systems EHTEC 2006 - Session speaker - Software as a Service EHMA 2007 - Session speaker - Implementing software as a service applications. EHMA - 2008 - Session speaker - Guest room technology Master Inn Holders 2009 - Generation “Y” and technology use, considerations for hoteliers Master Inn holders 2010 - Top 10 technology issues in hospitality EHTEC 2010 - Session speaker “generation Y and hospitality technology” HVS INDIA 2010 - Keynote speaker “Hospitality technology as a service” Catersource 2011 - Event and meeting technology Guest lecturer: Emirates academy Dubai 2008 - Guest lecturer, Hospitality Information technology Romania Hotel school - 2008, 2010, Guest lecturer, hospitality information technology Articles: HTR (Swiss hospitality newspaper) - various technology articles 2008 / 2009 EHLITE magazine - Hospitality technology for guest rooms EHLITE magazine - Boutique hotel technology Hotel Yearbook 2009 - Future use of devices and internet for hotels Hotel yearbook 2010 - Technology standards in hotels Hotel Yearbook 2011 - Technology Roundtable The Bottomline - May 2009 - Real time room maintenance The Bottomline - may 2010 - Embrace the generation Gap

Mr. Millar can be contacted at +41 21 785 11 74 or Ian.millar@ehl.ch

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.