Dr. Tinnish

Susan Tinnish

Senior Strategist

Minding Your Business

Sue Tinnish, Ph.D., is a Senior Strategist at Minding Your Business. Minding Your Business (MYB) is a strategic agency that specializes in customized solutions that solve the most pressing strategic challenges impacting organizations and destinations today. Strategy is the cornerstone of all of our services. MYB works with client organizations by developing relevant, meaningful and sustainable approaches to strategic planning, branding, marketing/ communications strategies, development and sales/customer/member initiatives, plus helping organizations engage with their audiences through re-engineered meetings and events.

MYB has a 20+ year proven record of organizational transformation. Our work is rooted in research and evidence-based decision making. Dr. Tinnish works with clients on strategic planning, organizational change and business innovation.

Formerly, Dr. Tinnish served as the dean of the Kendall College School of Hospitality Management and the International School of Business. As Dean, she oversaw and managed all aspects of the Schools including faculty and curriculum selection, assessment and program direction. She served as a member of Kendall’s academic leadership team. Initially joining Kendall as a faculty member, Dr. Tinnish taught courses on leadership, organizational behavior, sustainability, meeting management and human resource.

She is a highly regarded thought leader in the hospitality industry. Dr. Tinnish is a frequent speaker at industry conferences. Some of her recent publications include: Embedding Sustainability into a Hotel: One leader’s view of the creation of a Corporate Social Responsibility (CSR) program, co-written with Dr. Kevin Lynch appearing in Sustainable Hotels: Exploring the Opportunities for Value Creation, Greenleaf Publishing, 2016. Also appearing in the same book is her chapter, A Strategic Decision Framework for Hotel Managers Embarking on a Sustainable Supply Chain Management Initiative. She also contributed two chapters (Designing the Meeting Experience and Strategic Meetings: Aligning with Organizational Priorities) to Professional Meeting Management: A Guide to Convention, Meetings and Events, 6th edition.

Dr. Tinnish earned her PhD from Benedictine University in Lisle, Illinois. She holds an M.B.A. with a concentration in finance and marketing from University of Chicago’s Booth School and a B.S. in communication studies from Northwestern University.

Please visit http://www.myb.net for more information.

Dr. Tinnish can be contacted at 312-870-7155 or sue.tinnish@myb.net

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.