Editorial Board   

Ms. Williams-Knight

Emily Williams-Knight

President, Kendall College

Emily Williams Knight was named president of Kendall College by the board of directors in January 2012. Prior to that, Ms. Knight had served as a vice president at Laureate Education, Inc., where she was responsible for globally expanding access to the company's hospitality management, culinary arts, and art and design programs. Prior to joining Laureate she was CEO of New England University LLC, where she was responsible for expanding marketing and strategic initiatives as well as growth into Latin America for the New England College of Business and Finance. Ms. Knight worked previously with Pearson Education for ten years. She began her work with Pearson as a sales representative, moved into various management positions, and ultimately served as vice president of marketing and sales strategies for Pearson Teacher Education and Development. As Vice President of Sales and Marketing she led strategic market planning and analysis for a two hundred million dollar business, and was responsible for the creation of marketing and sales strategies in a new combined division that encompassed higher education and K12 teacher professional development. Ms. Knight began teaching management and business courses at Montgomery Community College in Pennsylvania in 1998. She continued in her role as an adjunct instructor at the college for the first three years she worked with Pearson. Earlier, while working toward her master's degree, Ms. Knight also worked as an executive meeting manager with Marriott Four Star Resort Hotels in Key West, Florida. Ms. Knight graduated from Troy University with her Master's of Science in Management. She also holds a Bachelor of Science in Hospitality Administration from Boston University, where she was an academic trustee scholar, and an Associate's Degree in Hospitality Administration from Newbury College where she was a presidential scholar, captain of the women's basketball team, and graduated first in her class. She received an Honorary Doctor of Humane Letters Degree from Newbury College in 2012.

Ms. Williams-Knight can be contacted at emily.knight@kendall.edu

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.