Editorial Board   Guest Author

Mr. Lodder

Doug Lodder

Senior Vice President of Business Development, Boingo Wireless, Inc.

Doug Lodder is the senior vice president of business development at Boingo Wireless (NASDAQ: WIFI). Boingo is a leading Distributed Antenna System (DAS) and Wi-Fi provider with a vast network footprint that reaches more than one billion consumers annually in places as varied as hotels, airports, stadiums, universities and military bases. Mr. Lodder is responsible for Boingo's DAS, Offload and Wholesales businesses, where he oversees the strategy and development of Wi-Fi, DAS and Small Cell networks for the company's new and existing venue partnerships as well as the monetization of those networks through innovative partnerships with wireless carriers (DAS, Offload) and Wholesale partners (American Express, MasterCard). His teams work across the hospitality, sports and entertainment, transportation, commercial real estate and other vertical markets and are responsible for generating nearly half of Boingo's revenue. Mr. Lodder has nearly a decade of experience in managing telecommunications infrastructure in large-scale, high growth environments. Prior to joining Boingo, he was an early employee at Mobilitie where he was responsible for network strategy and the acquisition and development of telecommunications assets. Mobilitie was acquired in 2012 for $1.1 billion. Prior to Mobilitie, Mr. Lodder served in a variety of investment banking roles at Wedbush Securities. Mr. Lodder holds an MBA from the University of Southern California's Marshall School of Business and an undergraduate degree from San Diego State University. He is a sought after industry expert, frequently speaking on conference panels regarding the guest experience, connectivity and how to address the ongoing mobile data explosion with the strategic installation of DAS and Wi-Fi networks.

Mr. Lodder can be contacted at 310-689-1163 or dlodder@boingo.com

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.