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 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.