Ms. Hilliard

Tyra Hilliard

Attorney

Tyra Hilliard, Esq.

Tyra Hilliard is an attorney, professor, and speaker. Her law practice focuses primarily on the relationship between hotels and meeting and event groups including group sales agreements, liability issues, intellectual property, and related issues.

Before becoming an attorney, Ms. Hilliard held management roles in hotels, travel, meetings and events, and catering. It was this diverse base of experience that launched both her law and academic careers. A firm believer in walking a mile in someone else’s shoes, Ms. Hilliard is able to understand and commiserate with clients and students alike because she’s been there.

Serving on the faculty of the College of Coastal Georgia, Ms. Hilliard teaches courses in business and hospitality, including Hospitality & Entertainment Law, Hospitality Crisis Management, and Event Management.

The co-author of a book on Event Project Management, Ms. Hilliard is also published and widely quoted on legal and crisis management issues in academic and industry publications. She is a guest blogger for the Meeting Professionals International/Plan Your Meetings blog. She has an active social media life (@DrMs. Hilliard) where she posts articles and resources related to crisis management and law in hospitality, meetings, and events (and things about her son).

Ms. Hilliard has been honored for professional achievement as an Educator by the Professional Convention Management Association and received national recognition for her contributions to best practices initiatives with the Convention Industry Council and Meeting Professionals International.

She is one of only two people in the world to have earned a PhD in Hospitality and the Certified Meeting Professional (CMP) designation as well as being a practicing attorney.

Please visit http://www.tyrahilliard.com for more information.

Ms. Hilliard can be contacted at 912-506-8708 or tyra.hilliard@gmail.com

Coming Up In The June Online Hotel Business Review




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Feature Focus
Sales & Marketing: Who Owns the Guest?
Hotels and OTAs are, by necessity, joined at the hip and locked in a symbiotic relationship that is uneasy at best. Hotels require the marketing presence that OTAs offer and of course, OTAs guest’s email when it sends guest information to a hotel, effectively allowing OTAs to maintain “ownership” of the guest. Without ready access to guest need hotel product to offer their online customers. But recently, several OTAs have decided to no longer share a data, hotels are severely constrained from marketing directly to a guest which allows them to capture repeat business – the lowest cost and highest value travelers. Hotels also require this data to effectively market to previous guests, so ownership of this data will be a significant factor as hotels and OTAs move forward. Another issue is the increasing shift to mobile travel bookings. Mobile will account for more than half of all online travel bookings next year, and 78.6% of them will use their smartphone to make those reservations. As a result, hotels must have a robust mobile marketing plan in place, which means responsive design, one-click booking, and location technology. Another important mobile marketing element is a “Click-to-Call” feature. According to a recent Google survey, 68% of hotel guests report that it is extremely/very important to be able to call a hotel during the purchase phase, and 58% are very likely to call a hotel if the capability is available in a smartphone search. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.