Editorial Board   Guest Author

Dr. Sturman

Michael C. Sturman

Associate Dean for Faculty Development, Cornell Center for Hospitality Research

Professor Michael C. Sturman, Ph.D., is Associate Dean for Faculty Development, Academic Director of The Center for Hospitality Research, and The Kenneth and Marjorie Blanchard Professor of Human Resources. He teaches undergraduate, graduate, and executive education courses on human resource management, compensation, and cost-benefit analysis. His research focuses on the prediction of individual job performance over time, the influence of compensation systems, and the impact of human resource management on organizational performance. He has published research articles in such journals as the Journal of Applied Psychology, Academy of Management Journal, Personnel Psychology, and Journal of Management. He has also published practitioner papers in the Cornell Hospitality Quarterly, International Journal of Hospitality Management, Lodging Magazine, Lodging HR, A.A.H.O.A. Hospitality, HR.Com, and The American Compensation Association Journal. A graduate of Cornell University's School of Industrial and Labor Relations, Dr. Sturman is a Senior Professional of Human Resources as certified by the Society for Human Resource Management.

Dr. Sturman can be contacted at 607-255-5383 or mcs5@cornell.edu

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.