Category: Marketing

Inclusive Marketing: Building a Loyal Customer Base Through Accessible Digital and Physical Experiences

By Mai Shalvi, SHA ’22, MMH ’22 Marketing is powerful. It allows brands to connect with customers and enhance experiences. It can uncover the needs of consumers and build strong relationships. It can also foster positive social change. Research suggests that consumers expect brands to be socially responsible, with 70% of Americans believing it is “somewhat” […]

Social Media and Wellbeing: Cause for Concern

By Mackenzie Miers, SHA ’21, MMH ’22 Social media has completely changed the world within a timespan of twenty-five years as the first channel of social media was launched in 1997 (A brief history of Social Media, 2021). Whether people started utilizing social media platforms as early as MySpace or more recently when downloading TikTok […]

Non-Fungible Tokens: A Digital Tool for Hospitality?

By Jason Chang, SHA ’22, Accounting Manager, Cambria Somerville NFTs: What are they? Whether for status, personal pleasure or knowledge, the collector’s mindset is seen in everyday life; sports cards, jewelry, and art are prime examples of items many people collect. While many tend to preserve their items long-term due to sentimental values, others collect […]

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 […]

September 2021 Editors’ Letter

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 We are pleased to share Part II of our Digital Marketing edition of the Boston Hospitality Review (BHR). As our Part I […]

Have Restaurants Altered Their Social Media Approach?

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 […]

Marketing Accountability: A Holistic Approach

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, […]

The Change in Digital Reality: Protecting Consumers from Fake News

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 […]

Incorporating Artificial Intelligence into Marketing Efforts

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 […]