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Hilary Murphy, PhD, is a Full Professor and Associate Dean (Faculty & Research) at EHL, and she is an Honorary Research fellow in the Marketing Faculty at Strathclyde University, Glasgow.

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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...

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.

Hoteliers face up to tech challenges

Technology spending has been relatively low in the hospitality industry compared with sectors such as financial services and telecoms, and certainly IT spending in Europe, Africa and the Middle East (EAME

The IT Benchmark Report at Property level 2014 - what is the largest IT Spend?

Extracted here are some key data and graphs from this years' report. The OPEX spend per room has increased to an all-time high 516€ in 2013, with most regions experiencing an increase in operational spending

Optimizing Online Distribution Channels: The Case Of Hostels

The online travel agents (OTAs), i.e. Expedia, Booking.com, meta-search engines, i.e. Expedia owned Trivago, Priceline owned Kayak, TripAdvisor and alternative accommodation distribution platforms such

Is technology spending at property level slowly declining?

The first graph reports the spend per property for the major regions in EAME with overall average and per region. Average IT Spend, 2007-2012, per property has remained fairly consistent till 2011 but

Report on Salaries for IT Staff in Hotels 2013

The data on IT salaries was collected as part of this year's IT BENCHMARK REPORT, which is conducted annually and published at EHLPublications. At the request of several CIOs from the major hotel groups

Hotels are failing to invest in training for Property Management Systems (PMS)

About 150 mid-scale and up-scale hotels around the world answered a questionnaire investigating the training on the PMS (measured by number of days, budget, and training provider) and performance (measured

Two years ago, in their Hotel Yearbook article What’s next for IT spending?, Hilary Murphy (pictured) and Ines Ghorbal from the Ecole hôtelière de Lausanne reported on the reduction in IT spend at the property level in the EAME region and predicted that the trend would be maintained.