Editorial Board   

Ms. Walters

Michele Walters

Co-Founder, Origin World Labs

Michele Walters is Co-Founder and Head of Guest Behavior Analytics for Origin World Labs. Ms. Walters is an expert in the field of Consumer Behavioral Analytics for leisure industries. She has led guest behavioral research projects and departments for some of the world's leading entertainment and hospitality companies including Walt Disney, Universal Studios, and Discovery Communications. She has 16 years of experience supplying customer-centric analytic solutions and predictive models in US domestic, US Hispanic, European and Latin American/Caribbean markets. Ms. Walters holds an MBA and a Master's of Science in Marketing from University of Miami. She is responsible for driving the strategy and execution of Origin World Lab's services. Origin World Labs(OWL) creates the customized analytics models that optimize Pricing, Marketing and Operations for the best companies in Hospitality. Our team creates new value by embedding model-driven intelligence into every hotel managerial process. OWL is a lab of Mathematicians, Behavioral Scientists, Information Technology veterans and a bunch of brilliant, energetic, award-winning statisticians united by our passion for analytics. OWL runs the math that runs the best hotels in the world. Learn more by visiting the website at [www.forsmarthotels.com][1] [1]: http://www.forsmarthotels.com

Ms. Walters can be contacted at 305-303-0284 or

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.