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 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.