Editorial Board   Guest Author

Dr. Tinnish

Susan Tinnish

Advisory Group Chair, Vistage

Sue Tinnish, Ph.D., is a seasoned hospitality professional who has been writing for HotelExecutive since 2013. She has a diverse background in hospitality and business with specific skills in leadership, formulating strategy, managing change, building teams, and delivering on strategic and tactical projects.

Dr. Tinnish has been selected to serve as a Vistage leader (Chair). Since 1957, Vistage has been helping CEOs improve and grow their businesses. Fundamental to Vistage's success is the convening of non-competing peer advisory boards where business leaders can gain different perspectives and seek clarity to their pressing issues, decisions and challenges. Sue will be assembling a group in Chicago - which she hopes will include representation of the hotel sector.

Prior to her work coaching and working with CEOs though Vistage, Dr. Tinnish worked as a Strategist at Minding Your Business (MYB). MYB works to develop relevant, meaningful and sustainable approaches to strategic planning, branding, marketing / communications strategies, customer/member initiatives, plus helping organizations engage with their audiences through re-engineered meetings and events. Their primary customer base is hospitality organizations, associations, destination marketing organizations with a smattering of corporate clients.

Prior to that Dr. Tinnish served as the dean of the Kendall College School of Hospitality Management and the International School of Business. As Dean, she oversaw and managed all aspects of the Schools including faculty and curriculum selection, assessment and program direction. She served as a member of Kendall's academic leadership team. Initially joining Kendall as a faculty member, Dr. Tinnish taught courses on leadership, organizational behavior, sustainability, meeting management and human resource. She started working in the hospitality industry after leaving a successful career in financial services (corporate sales), concentrating on meetings and events. Dr. Tinnish served as President of the Meeting Professionals International (MPI) Chicago area chapter and was recognized by her peers with numerous awards including being inducted to the Chapter Hall of Fame.

A highly regarded thought leader in the hospitality industry, Dr. Tinnish is a frequent speaker at industry conferences and events. Beyond her contributions to the HotelExecutive, some of her recent publications include: Embedding Sustainability into a Hotel: One leader's view of the creation of a Corporate Social Responsibility (CSR) program, co-written with Dr. Kevin Lynch appearing in Sustainable Hotels: Exploring the Opportunities for Value Creation, Greenleaf Publishing, 2016. Also appearing in the same book is her chapter, A Strategic Decision Framework for Hotel Managers Embarking on a Sustainable Supply Chain Management Initiative. She also contributed two chapters (Designing the Meeting Experience and Strategic Meetings: Aligning with Organizational Priorities) to Professional Meeting Management: A Guide to Convention, Meetings and Events, 6th edition.

Dr. Tinnish earned her PhD from Benedictine University in Lisle, Illinois. She holds an M.B.A. with a concentration in finance and marketing from University of Chicago's Booth School and a B.S. in communication studies from Northwestern University.

Please visit http://www.vistage.com for more information.

Dr. Tinnish can be contacted at 847-404-7325 or Sue.Tinnish@vistagechair.com

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.