Leora Halpern Lanz

Lecturer

Lanz New 2016Leora Halpern Lanz has been an active leader and participant in the field of hospitality marketing since 1985, and has always been at the forefront of strategic marketing and communications. She was named the 2010 Hospitality Marketing Executive of the Year by the Big Apple (Greater New York) chapter of the Hospitality Sales & Marketing Association International (HSMAI). In February 2017, HSMAI ‘s national leadership  awarded Leora as one of the  Top 25 Extraordinary Minds of Hospitality Sales and Marketing for 2016.  She was also honored as Professor of the Year for 2016-2017 by the students of Boston University’s School of Hospitality Administration.

In addition to serving as full-time faculty at BU’s School of Hospitality, Leora is Principal  of LHL Communications, assisting hotels and hospitality organizations with content marketing, branding, media relations, digital and social media advisory, and on-line reputation management, including: development of internal and external position statements; content creation and story-telling for audience engagement and connections; media training, and “branding” and “solutions” sales training. Her clients include hospitality management and ownership companies, consulting firms and advisory services, regional investment conferences around the globe as well as owners’ associations.

Previously, Leora served, for 15 years as Global Director of Marketing & Communications for HVS, a leading international hospitality consulting and services firm. She was responsible for overseeing the internal and external marketing communications for the organization’s multitude of offices, services, conferences, and articles and research. She directed the firm’s global business teams for Marketing and Communications, Graphic Standards, Internal Communications, Social Media, Conference Branding and the Market Connections annual event. She also managed and edited the firm’s weekly newsletter, the Global Hospitality Report and was the company’s primary media contact.

Simultaneously, Leora directed HVS’s Sales & Marketing division, working directly with a myriad of hotel properties and companies, hospitality related services, and other entertainment and recreational venues. Leora and her team of experienced marketing communications specialists provided strategic planning, innovative sales training and action planning, social media marketing and publicity, and big-picture branding consultancy.

Prior to joining HVS, Leora served for 10 years as Director of Public Relations and Advertising for the ITT Sheraton Hotels of New York and for five years as Director of Public Relations for the Greater Boston Convention & Visitors Bureau. With ITT Sheraton, she ran the public relations and advertising operations for six hotels and played a significant public relations role for the hotels during the 1992 Democratic National Convention, and for numerous hotel openings since that time. While in Boston, she spearheaded the citywide promotion of the Monet exhibition and was invited by the Japan National Tourist Organization to teach destination marketing to tourism officials there. During her graduate studies she also handled public relations activities for the (then) new Four Seasons Hotel at the Boston Common.

Leora is an active member of the Public Relations Society of America (www.prsa.org) , having served as chairperson of the PRSA Travel & Tourism Conferences in 1998 and 2000, and a member of the Society of American Travel Writers (www.SATW.org) and Hospitality Sales & Marketing Association International (www.HSMAI.org). She is also a board member of the Cornell Club of Long Island, where she resides. She earned a bachelor’s degree from Cornell University and a master’s from Boston University. She has written for dozens of industry publications and excerpts of her articles are included in the American Hotel & Lodging Educational Institute’s Sales and Marketing textbook 6th edition, released in March 2014.

Courses

Prereq: SHA HF 100.

This course provides an understanding of the role and function of marketing in the hospitality industry. It offers an overview of generic principles of marketing for any industry (including consumer products and manufacturing) and introduces specialized principles for the hospitality industry. For all topics, it uses examples taken primarily from the hospitality industry. Subjects covered include marketing strategy, marketing research, consumer behavior, segmentation, positioning, product and concept development, pricing, distribution, and marketing communications (including advertising and public relations). Class discussion, lectures, and case studies. 4 credits, offered Fall & Spring.   [ 4 cr. ]

Prereq: SHA HF 260.

In this course students will learn how to use advanced digital marketing tools currently available to hotels and restaurants. The class will be structured as a lecture and computer lab in order to implement a resort simulation website.   [ 4 cr. ]

Prereq: (SHA HF 100 or SHA HF 200) and (SHA HF 260 or SMG MK 323)

This is an advanced course focusing on hospitality marketing strategies for hotels, restaurants, tourist attractions or other related events and experiences. In this course we will build upon and integrate basic marketing principles into complex marketing strategies designed to capture market share. All projects are for real situations with real "clients" to be delivered in real time, enabling us to work with industry professionals. Special attention will be placed on market research, targeted marketing, digital marketing, presentation skills. The semester culminates with an oral, written and visual delivery of the marketing plan to the industry executives. Seniors Only. 4 credits, offered Fall & Spring.   [ 4 cr. ]

Recent Publications

Contact Information

Boston University School of Hospitality Administration
928 Commonwealth Avenue, Room 319
Boston, MA 02215
lhlanz@bu.edu