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Dr. Alessandro Inversini is Associate Professor in Marketing at Ecole hoteliere de Lausanne, Switzerland (University of Applied Sciences- University of Western Switzerland) where he teaches International Services Marketing and Digital Marketing.

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EHL’s new Customer Experience Management Institute: Prioritizing customer-centricity and service excellence

These industry needs, more than ever, hinge on the fundamental premise of putting the customer first and of closely analyzing the changes in customer wants and behaviours. This subsequently has a significant

What is Data Science in Hospitality

What is a Data Scientist?Who they are, what they do and why you want to be one Data scientists are a new breed of analytical data expert who have the technical skills to solve complex problems – and the

The Path Towards Customer-Centricity In Hospitality

Customer-centricity - or guest-centricity - should be one of the major concerns of managers in the hospitality industry. In fact, in my experience, when interviewing or engaging with hotels directors on

Hotel Yearbook: Get off the Social Media Merry-Go-Round with Social Commerce

In a recent interview Seth Godin, author of several marketing bestsellers, declared: "We have to get brands off the social media merry-go-round, which is spinning faster and faster, but it never gets anywhere

Opinion ArticleHNEHL...

Generating a proper understanding of data with the aim of orienting the future of the business is paramount for gaining competitive advantage and superior customer value, write Alessandro Inversini and Meng-Mei Chen of the Ecole hôtelière de Lausanne.

Most social media campaigns designed to engage with customers are unsuccessful, write Alessandro Inversini and Hilary Catherine Murphy, both of the Ecole hôtelière de Lausanne, failing to generate brand awareness and, in most of the cases, any financial return on the investment.

Data Science: Why the Travel Industry Needs It

On many aspects, I am offering a better product and value for my customers, but I am not seeing any increase in results. How can I stand out from my competitors? This is one question I have frequently