Editorial Board   Guest Author

Dr. Tinnish

Susan Tinnish

Consultant,

Sue Tinnish, Ph.D., is a seasoned hospitality professional who has been writing for Hotel Executive 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.

Most recently, she worked as a Senior 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). She concentrated in meetings and events. She 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.

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.

Dr. Tinnish can be contacted at 847-404-7325 or suetinnish@gmail.com

Coming up in June 2018...

Sales & Marketing: Opinions Matter

Hotel Sales and Marketing Directors manage a complex mix of strategies to attract and convert customers into guests. Part of their expertise includes an awareness of customer behavior during the reservation process, so they can make sure their hotel is favorably positioned. One such trend is the growing popularity of travel review sites. According to one recent survey, 61% of prospective customers consult online reviews in order to validate information about the hotel before making a purchasing decision. Another survey found that the average hotel customer reads between 6-12 reviews across 4-10 properties before making a final decision on where to stay. Similarly, other studies have shown that consumer reviews are a more trusted source of information for prospective customers than other kinds of marketing messaging. In fact, reviews are often considered to be as influential as price regarding whether a customer decides to complete a purchase or not. Plus, travel sites with the most reviews - including recent reviews from satisfied customers and thoughtful responses from staff - were also found to be the most appealing. So having positive reviews on a travel website is essential and can help to increase a hotel's conversion rates dramatically. Of course, there are all kinds of additional marketing strategies for sales and marketing directors to consider - the importance of video and the emergence of live streaming; the implementation of voice search; the proliferation of travel bots; and the development of Instagram as an e-commerce platform. 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.