Editorial Board   Guest Author

Dr. Scott

Bernadette Scott

Senior Lecturer, Business Management, Glasgow School for Business & Society

Bernadette Scott is a Senior Lecturer at Glasgow School for Business and Society. Her PhD looks at employability, talent management and emergence theory and how these concepts impact on graduates, in particular.

Research activity has also included publications across the tourism and international hospitality areas, with focus on culture and hospitality consumption, talent management, work place violence, gender balance and flexible working, and personal development planning.

Dr. Scott has over twenty years' experience in module and multiple program leadership roles facilitating the teaching, learning and assessment experience for up to 600 students at a time. She has developed and led Business School provision in the area of Work, Organisations and Society, Workplace Culture and Behaviour and Perspectives on People at Work.

Recent research has included work on Postgraduate Employability Skills, Talent Management and Graduate Career Strategies as well as a cross institutional Action Research project. She has also been invited to deliver key note addresses, notably in the area of Personal and Professional Development and Planning initiatives. Recent publications have looked at graduate experiences of the first year of employment and a case study with the Scottish Government, examining graduate talent management.

Dr. Scott is a Fellow of the Higher Education Academy, a Member of the Chartered Management Institute (CMI), an academic member of the Chartered Institute of Personnel Development (CIPD), as well as having graduate member status of the Common Purpose Matrix programme which promotes social entrepreneurship in a global setting. She has undertaken work for the Scottish Qualifications Authority in Saudi Arabia, Scottish Enterprise and Glasgow Tourism Skills Action Plan. Dr. Scott? is currently leading Business Management degree provision for young African talent in Mauritius.

Please visit http://www.gcu.ac.uk for more information.

Dr. Scott can be contacted at 0141-331-8477 or b.scott@gcu.ac.uk

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.