Editorial Board   

Ms. Hou

Judy Hou

Directeur General/CEO , Glion Institute of Higher Education Worldwide

Judy Hou was named Directeur General/CEO of Glion Institute of Higher Education Worldwide by the board of directors in November 2013. Prior to that, Ms. Hou served as the CEO of Les Roches Jin Jiang International Hotel Management College, Shanghai where she was responsible for positioning the school as a valuable resource centre for the hospitality community. Both Glion Institution of Higher Education and Les Roches Hotel Management School are part of the Laureate International Universities network. Before joining Laureate, Ms. Hou was the Director of Human Capital at Hotel ICON and Adjunct Professor for the School of Hotel & Tourism Management at the Hong Kong Polytechnic University. During her tenure at the Hong Kong PolyU, Ms. Hou successfully developed the first fully integrated commercial and teaching/research hotel owned by the university. A passionate advocator of education, life-long learning and personal development, Ms. Hou has over 20 year's hospitality and education experience and has worked for leading international hotel brands such as Mandarin Oriental, Park Hyatt and Swiss Hotels. Ms. Hou also taught at the Ecole hoteliere de Lausanne as an Assistant Professor/Researcher. Ms. Hou is deeply committed to high quality hospitality education and positive student outcomes. Ms. Hou earned her Bachelor of Arts in Comparative Literature from Columbia University, her master's in Hospitality Administration from Ecole Hotelière de Lausanne, and she is working towards her Doctor of Business Administration from Walden University. She is on the editorial board of HotelExecutive.com and has authored several articles for the Hotel Business Review, and Hotel Management Asia, including “The Future of Hotel Marketing: Social Media,” “Understanding & Profiting from Emotional Factors Behind Hotel Brand Loyalty,” “Managing Gen Y: The Characteristic of Gen Y in the Hospitality Industry,” and “The Role of the General Manager in the 21st Century.”

Ms. Hou can be contacted at judy.hou@laureate.net

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.