Par Lyndsey Bjork, SHA, MMH ’22, Iwane Rousset, ESSEC Business School, IMHI ’21, Théophile Griveaux, ESSEC Business School, IMHI ’21 Les tendances actuelles en termes de marketing digital poussent les entreprises vers plus de créativité et une meilleure compréhension de leurs clients. L’économie numérique semble être l’un des secteurs les plus résilients face à cette pandémie. […]
By McLittle Stock on Shutterstock di Marco Ferrari, Ferrari Branding, Roma, Italia Non sarà facile dimenticare il 2020 e non solo per la terribile pandemia che ha devastato il mondo, uccidendo milioni di persone e minando alle fondamenta sia l’economia mondiale che lo stato sociale. Lo ricorderemo anche per l’incredibile evoluzione del fenomeno delle “fake […]
By Jenna Jiampetro, BU SHA, MMH ‘21 The COVID-19 pandemic wreaked havoc on the hospitality industry and every sector within it. An industry built on the desire for face-to-face, tangible interaction was forced to evolve to accommodate an ever-growing virtual world. The need and want for safety remains prevalent despite the innate human desire to […]
By Jonathan Katz, Lecturer, Boston University – School of Hospitality Administration The role of marketing within the hospitality industry has never been more essential. As the world emerges from a pandemic and contemplates how and at what rate to resume what was once familiar behavior, marketers are expected to identify ways to engage targeted audiences, […]
By Marco Ferrari, Ferrari Branding, Rome, Italy It will not be easy to forget 2020 and not just because of the terrible pandemic which ravaged the world for most of the year, killing millions of people and undermining the global economic and social foundations of our society. We will remember it also for the incredible […]
By Kairbay Tumanov, MMH’21 and Anh Pham, ESSEC, IMHI’22 Artificial Intelligence (AI) has, over the last decade, rapidly evolved in relevance and utilization in hospitality digital marketing. How has it been used, and is our industry optimally capitalizing on the functionality? Defined as “the theory and development of computer systems able to perform tasks normally […]
By Leora Halpern Lanz, ISHC with Claire Deal, SHA ’23 I. Introduction: The Impact In 2020, tourism’s boom hit a sudden, unanticipated, and dramatic pause. With the emergence of a global pandemic declared on March 11, global travel and tourism came to a painful halt with almost no movement of people worldwide. Countries that relied […]
By Lyndsey Bjork, SHA, MMH ’22, Iwane Rousset, ESSEC Business School, IMHI ’21, Théophile Griveaux, ESSEC Business School, IMHI ’21 The continued dynamic of digital marketing pushes companies toward more creativity and a deeper understanding of customers. The digital economy appears to be one of the most resilient industries when facing these pandemic times; companies […]
By: Leora Halpern Lanz, ISHC, Assistant Dean of Academic Affairs; Faculty Chair, MMH; and Associate Professor of the Practice, Boston University – School of Hospitality Administration, and Mackenzie Miers, SHA ’21, MMH ’22 The year of the pandemic proved to be a monumental one for the discipline of digital marketing. With businesses and services unable […]
By Max Starkov, Hospitality & Online Travel Tech Consultant and Strategist This year, travel consumers will spend more time on digital media – 6:41 hours/day – than all other media (TV, Radio, Newspapers, Magazines) combined – 5:30 hours/day (eMarketer). With the explosion of the “digital way of life,” the customer journey has turned into […]