Letter from the Dean – September 2021 Digital Marketing Issue

Welcome to Boston Hospitality Review: Digital Marketing Edition (Part II of II)

One of the luxuries of staying in a hotel, beyond the fresh linens, array of carefully selected bath products, and chocolate treats left on the pillow, is access to a particular benefit that is not exactly decadent but fleeting and frequently unattainable in our everyday lives. It’s not sleeping late, eating breakfast in bed, or a similar indulgence. You may not even realize that last time you had it.  

Want to know what this simple pleasure is that hotels offer, at least for now? The “do not disturb” sign on our door. No complicated privacy settings. Not subject to interpretation, it’s a clear demarcation between your private and public space.  

In our digital environment, the perks of connectivity come with a cost. The price is our privacy. Many of us easily accept these terms to reveal one promise of delight after another. The “tabs” keep mounting when left to our devices. On the flip side, we enjoy being recognized and having our likes and dislikes attended to. Naturally, hospitality is built on anticipating and responding to the guests’ wants, needs, and desires, but what are the thresholds, boundaries, and potential opportunities? 

On these relevant questions, we are dedicating two issues – both August and September. These editions are edited by Leora Lanz, Assistant Dean of Academic Affairs, Faculty Chair of the MMH program, and Associate Professor of Practice. I also would like to highlight the caliber of experts from the field who have contributed to these special editions of BHR, some of whom are either current or recent SHA graduate and undergraduate students. As academics and practitioners, all deeply knowledgeable about digital marketing, they understand the nuances and share their insights and foresight as this sector continues to expand. 

Enjoy the remainder of summer until we “knock” on your door with next month’s edition of BHR. 


Arun Upneja, Ph.D. 

Dean of Boston University School of Hospitality Administration


  1. Of course, we enjoy being recognized. This is why we try to keep etiquette, be friendly on Instagram, and leave positive comments on the posts of other users. Because of this, we also want to be perceived as hospitable people.

    Thank you very much for your creative approach to writing this post. I can’t wait to read the issues you mentioned above! Digital marketing is a fascinating field and an unrealistically attractive object for research as a sector constantly growing at an accelerating pace.

    I have also been studying it recently, focusing on social media, namely Instagram. One of my last insights is that my decision to buy Instagram likes here positively impacted the statistics and brought better results. This is a small action that affects the entire ecosystem of Insta account metrics. From my experience, I am sure that the main thing is balance, and buying a few likes is just a tiny boost. It is not a panacea, but in the hands of a professional marketer, it is quite a helpful tool.

    I hope to find something on this topic in your research, and perhaps something even more interesting than my assumptions!

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