Editorial Board   

Ms. Knutson

Bonnie Knutson

Professor, The School of Hospitality Business/MSU

Bonnie J. Knutson is a professor in The School of Hospitality Business in the Broad College of Business at Michigan State University. Widely known as an authority on emerging lifestyle trends and innovative marketing strategies, she often consults with business leaders who want to understand and take advantage of changing consumer demands.

Dr. Knutson's work has been featured in publications such as The Wall Street Journal, USA Today, and on PBS and CNN. She has also had numerous articles appear in industry, business, and academic publications. With her wit and entertaining style, Dr. Knutson is a frequent speaker for executive education as well as business and industry meetings, workshops, and seminars.

She has been a featured presenter for the National Restaurant Association, the American Hotel & Motel Association, Meeting Professionals International, Club Managers Association of America, National Automated Merchandising Association, US Air Force, American Marketing Association, as well as financial, health care, automotive, and education organizations throughout the United States and abroad.

Dr. Knutson is also editor of the prestigious Journal of Hospitality & Leisure Marketing. Dr. Knutson has been awarded the Withrow Award for outstanding teaching and research as well as the prestigious Golden Key Teaching Excellence Award for continued outstanding instruction and dedication to students. She has also been named an Advertising Education Foundation Teacher-Scholar.

Dr. Knutson is currently on the Advisory Council of the Wharton Center for the Performing Arts, the Travel, Tourism and Recreation Resource Center, the National Michigan State University Alumni Association, and Curveware.

Ms. Knutson can be contacted at 517-353-9211 or drbonnie@msu.edu

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.