Editorial Board   

Mr. Simpson

Mark Simpson

President & Founder, Maxymiser

Mark Simpson is Founder and President of Maxymiser, the global leader in conversion optimization. Maxymiser works with leading companies, such as Hertz, Lufthansa, Wyndham Hotels and Time Warner Cable, and across all sectors, digital platforms and media, to improve website and mobile conversion rates, offline customer profiling, visitor insight, customer loyalty, and overall digital experience. Maxymiser is based in New York, San Francisco, and internationally. Prior to Maxymiser, Mr. Simpson headed up online marketing and business development for Travelport, focusing on the acquisition and integration of ebookers, Octopus Travel, Hotel Club and RatesToGo, as well as heading up the company's Business Development, Search and PPC teams. Mr. Simpson was additionally a member of the team that launched Hitwise to the UK market. He graduated with a BCom Honours degree in Commerce from the University of Birmingham.

Mr. Simpson can be contacted at 212-419-0394 or mark@maxymiser.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.