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Hospitality Thought Leadership: Thinking for Innovation and Advancement

By Robert O'Halloran Professor & Director, Hospitality Management, East Carolina University | November 2024

The pandemic had the hospitality industry rethinking its operating models for safety, security and survival. This crisis event promoted innovation and new concepts and applications in all businesses, including hospitality and tourism.

A review by Harvey et al defined thought leadership as “knowledge from a trusted, eminent, and authoritative source that is actionable and provides valuable solutions for stakeholders.” As in the pandemic, thought leadership and potential new processes needed to be actionable and benefit business stakeholders, encouraging immediate action.

Thought Leadership in Hospitality

Thought leadership is focused on sharing new, innovative or unique content with others and therefore, positioning individuals and or institutions as thought leaders. Think about the leaders of our industry, people and or business brands that are market leaders in lodging, food service, club management, tourism development and more. Their innovations are shared immediately when they are introduced as product lines and or new brand offerings. For hospitality businesses, thought leadership applications are observed via marketing strategies, public relations, product development, new technologies and are inclusive of social media and the activities of social influencers. In hospitality business higher education, thought leadership can be evidenced through research, teaching, consulting and more, often resulting in brand and reputation of an academic program.

What is Thought Leadership?

The term thought leadership became popularized after Joel Kurtman (1998) published his influential book: Thought Leaders: Insights on the Future of Business , which included contributions from 12 practitioners and academic gurus aiming to make a revolutionary contribution to management philosophy. It is a term commonly used by consulting firms, technology industries and communication specialists. Badings views thought leadership as “establishing a relationship with and delivering something of value to your stakeholders and customers that aligns with your brand and company value.”

Thought leadership requires organizations to share with the world their expertise and knowledge by being transparent about their best practices and sharing them with potential clients. We can note that thought leadership is a business strategy and supports the positioning efforts of the thought leaders and their organizations. One observation made was that everybody wants to "do thought leadership content " but nobody seems to know exactly what that means. For example, management consulting firms can provide solutions for their clients, but they need to be actionable. While some firms are known for being strong at working with their clients to implement solutions, others are infamous for providing intellectual solutions which are very difficult to operationalize in practice.

Working with a colleague, M.C. Rudd, who is a public communications specialist, he noted that thought leadership is when an individual or an entity owns and/or shapes public conversations about topics, issues, technologies, or industries. Additionally, "Thought leadership is the action of introducing and promoting convention-breaking ideas that cause people to change how they think about marketplace or societal issues." One recommendation is to begin the thought leadership process by creating your own definition of and focusing on what thought leadership means to you. You can start your process with synonyms for thought leadership.

In this effort, you are likely to find terms such as opinion leadership, winning strategy, intellectual influence, pioneering thinking, intellectual leadership, think tank output, product leadership, suspected power, advanced ideas, progressive ideas, avant-garde, creator, credibility, developer, pathfinder, dominant influence, advance guard, ahead of its time, influencers, cutting edge, and forefront among many others. Personally, I envision thought leadership as a looking at a topic in a new way. That thought leadership, entrepreneurism, and innovation are tied together and have similar traits, skill sets and processes. The typical products are intellectual and include research, writing and sharing ideas with stakeholders and potential stakeholders. As noted, this sharing of ideas needs to be clear, vivid in its description and based on relevant data.

Another thought leadership observation notes, that “you can’t be a thought leader if you don’t take a stand. ” The difference between expertise and thought leadership is that thought leadership starts from a subjective point of view or perspective. The goals of thought leadership can be to change people’s minds or behavior and or to influence, persuade, and transform society. Additionally, thought leadership requires expertise in a focus area. It can also be argued that thought leadership is based on expertise and trust.

Sources & Distribution of Thought Leadership Content

It is noted there are at least five sources of thought leadership content, including counter-narrative opinions, personal narratives, network connections, industry analysis, and data storytelling. Within these topics, both clients and thought leaders need to act and share strong opinions, personal stories, analysis of industry observations, and develop networks. To make any and or all of these effective, the thought leaders need to listen and work with stakeholders internally and externally.

Some experts note that thought leadership isn’t a type of content—it’s an approach to content. When you say you want to “do thought leadership,” what you’re articulating is the relationship you want your company to have with your space. You’re describing how you want your brand to be seen—by your customers, by your competitors, and by your industry as a whole. For example, I want my brand to be seen as a leading authority in my industry/discipline., I want my audience to look to me as a source of relevant insights about the bigger-picture developments happening in our space. And I want my competitors to read my content and say, “Why didn’t we write that?”

For high-quality, it requires solid industry knowledge of your topic, awareness of trends, understanding of problematic issues, and offering real solutions to these issues. Thought leadership requires uniqueness and enhancement of knowledge. The effort is to make things better and label it as that. Just saying new and improved does not tell us a lot. Thought leadership content and channels are inclusive of whitepapers, eBooks, webinars, podcasts, infographics, multiple speaking opportunities, videos, blog posts, analyses of recent events and trends, refereed research, case studies, social media posts and management of platforms, symposium, poster sessions, training, teaching both in person and online, and more.

Thought Leadership in Hospitality Higher Education

To paraphrase from an accounting professor essay, thought leadership content can provide

hospitality and tourism faculty an opportunity to share their expertise and professional content while framing their work to be inclusive of industry ethics and operational values to be thought leaders in hospitality and tourism. We, as faculty, can present ideas and recommendations on how we can lead our students, our academic institutions, and the hospitality and tourism industry and its allied educational partners in supporting a sustainable and successful hospitality industry. Brosseau noted thought leadership as “trusted sources, who should move and inspire people with innovative ideas.” The question we have for ourselves in our efforts to educate, is how effective have we been as thought leaders and innovators in what we teach and how we communicate knowledge with our students.

Universities can be considered knowledge-intensive organizations creating large volumes of knowledge content material distributed through journals, online magazines, interviews, white papers, blogs, podcasts and videos. Additionally, content sharing original articles, videos and pictures, personal stories or experiences, blog posts that provide solutions for problems, commentary on industry news and trends, white papers, webinars, webinars, eBooks, presentations and other speaking engagements aligns with faculty work responsibilities and efforts.

Having skilled and talented faculty, students and alumni who people turn to for inspiration, education, and to solve problems is a powerful marketing tool. By delivering high-quality content including social media posts, and other forms of content, fitted towards driving engagement and interaction directly with the targeted audience, thought leadership status becomes attainable. Thought leadership can act as a catalyst for reflective thought leadership.

For hospitality business faculty, thought leadership can present an opportunity, leveraging much of what a well-rounded faculty does in their positions, teaching, research and service. Hospitality faculty are in a perfect position to be thought leaders in multiple areas of hospitality and tourism and or narrow their target to specific content areas. "Thought leadership comes down to an organization (universities) positioning its people as experts in hospitality and tourism and service. "It’s showing that these faculty experts know their customers’ critical needs and challenges, and how vital that knowledge is in bringing solutions.”

Some experts note that there are three common types of thought leadership programs -- topical, historical and visionary – all of which describe where we are, where we have been and where we are going. The goal is to inspire your audience and get them excited about what’s to come. Faculty achieving thought leadership status isn’t easy. This is in part because few within their industry know that university faculty can possess a plethora of diverse knowledge. Therefore, marketing hospitality faculty efforts via social media and other marketing efforts can position faculty to be thought leaders.

Are You a Thought Leader in your field?

Building a thought leadership strategy means getting the thought leadership recipe right. The ingredients in the recipe include robust data, great storytelling, intelligent and engaging design, and sources of high-quality thought leadership content. Strategy is like a roadmap. It helps thought leaders execute their ideas effectively, ensuring that their voices are not just heard but also resonate with the target audience. Also, manage your thought leadership processes via the following stages:

  • Stage 1: Your thought leadership objectives.
  • Stage 2: Your thought leadership audience. Who are these people internally and externally? As TL addresses real issues, know your audience’s needs, problems, values, and location, as well as some basic demographics, age, gender, income, education and occupation.
  • Stage 3: Your thought leadership content, inclusive of fresh angles on themes and topics; and Stage 4: Your thought leadership activation.

As an example, Sproutworth.com shared the Radisson Hotel Group strategy that activates its thought leadership through Financial Times (FT) channels. Radisson Hotel Group activates its thought leadership through FT channels. Radisson Hotel Group partnered with the FT to create a series of articles, infographics, and videos that would be distributed across the FT’s channels, as well as Radisson Hotel Group’s website and social media channels. The content was designed to show how the company is at the forefront of sustainable hospitality, focusing on how it is working to reduce its environmental impact. The articles, infographics, and videos were well received, and the campaign generated significant positive media coverage for Radisson Hotel Group.

How to establish yourself as a thought leader

Not all writing and or publications infer that the author is a thought leader, but perhaps an expert and or someone with expertise in a content area. Whichever is your goal, these are all related but the decision of naming someone as a thought leader will be made by readers, audiences, and students of our industry. The following ten steps outline how one can establish themselves as a thought leader - (my comments in italics).

  1. Clarify your area of expertise (and stick to it). What are the fields or functional areas in which you are an expert?
  2. Write blog posts, articles, or whitepapers that show your expertise. You need to be constantly participating in some form of research, which is the old saying, Always Be Collecting Data (ABCD) and then share that work.
  3. Speak at events or give talks that showcase your knowledge. If given the opportunity speaking will let others know who you are.
  4. Get involved in online communities related to your area of expertise. There are numerous online communities and periodicals in which you can engage and get your name, your area of expertise and your company better known.
  5. Be active on social media, and make sure your content is share-worthy. Are you active on social media? I will note that is not my strength, but we, the college and our school try to share the expertise(s) of our faculty. Use the resources you have to engage in relevant social media platforms. This should also include sharing of refereed research studies and more.
  6. Stay up-to-date on the latest news and developments in your field. Stay current on industry events, news etc. The hospitality and tourism industries are constantly evolving and are impacted by social, political, economic, geographic and weather-related events. Part of staying current involves being ahead of the curve if possible and or being able to react immediately to a crisis, for example, the COVID-19 pandemic and the changes that “crisis event” caused in our industry.
  7. Offer helpful advice and insights to others. Sharing your insights can be helpful and, at times, frustrating. When you offer input always be prepared for someone to disagree. This does not mean having an argument but a respectful discussion.
  8. Author a book or create other forms of long-form content. Do you have a book in you? Books these days take many forms, styles and lengths. I am not suggesting the great American novel, but it could be a short, information-packed book on a topic relevant to our field and or service sector.
  9. Collaborate with other thought leaders in your field. Consider writing with colleagues. They could be in your current organization or colleagues from other businesses or institutions. I will note that writing with others is valued by most academic institutions.
  10. Keep pushing yourself to learn more and stay ahead of the curve. Always be in the learning mode and engage in as many opportunities as you can realistically. One process is to write or create a thought leadership piece, assess it, revise it and submit it for review. One channel for this can be the use of metrics for thought leadership content that could include website traffic, count followers, track branded queries, and track backlinks; note: backlinks are links on other companies’ websites that link to your site. Also you can utilize Google Alerts. Set yourself up with a program for metrics that can provide the data you need to assess your thought leadership efforts. A team of thought leaders that work in multiple functional areas may also be helpful.

Also, from an organizational perspective, thought leadership efforts might need to involve multiple functional areas and, therefore, a team of thought leaders. This will be a company decision and how much data to be shared i.e., proprietary thought leadership strategy data. This could include sales and marketing, social media, and obviously some senior management personnel. A team of thought leaders could include both internal and external members (clients).

Going Forward

Thought leadership is focused on sharing new, innovative or unique content with others and therefore, positioning individuals and institutions that share the content as thought leaders. Think about the leaders of our industry, its people and or business brands and their positioning as thought leaders. Reviewing the thought leadership processes and examples highlights a variety of skills and traits that thought leaders need to have and hone. Forbes Insights recommended the use of a thought leadership program , i.e., a systematic approach. At the program center there will be thought leadership content and then eight integrated areas. In their example, these include original research reports, selling efforts, sales playbooks, sales entertainment tools, digital media, social media, subject matter experts and digital marketing assets and therefore providing a sustainable stream of education and advisory content.

If we think of high value topics in our field, it could include innovation, entrepreneurism, waste reduction, product development and optimal utilization, and new technologies. These topics can be framed by enhanced efforts focused on sustainability and service. As discussed in previous articles, sustainability has a strong link with the environment, eco-friendly and green efforts, but it can and should be so much more.

For example, a focus on labor and human resources via thought leadership strategies can relate directly to career development and organizations and their thought leaders being the human assets and the thought leaders for designated topics. Sustainable efforts for the labor force, waste reduction, new products, technologies and new ventures for potential entrepreneurs is vital for effective and useful thought leadership.

Finally, thought leaders need to have good storytelling skills. Whether you are watching movies, reading a book, thought leadership efforts on social media, webinars and more, it is necessary for a good story to be told for a target audience to engage and accept thought leadership direction.

Prof. O'Halloran

Dr. Robert O'Halloran is a professor and the director of the School of Hospitality Leadership at East Carolina University. He earned his doctorate from Michigan State and has taught courses in planning and development, financial feasibility and food and beverage operations. His publications include numerous articles, and case studies. Dr. O'Halloran has developed and presented workshops and seminars across the U.SA. and in over thirty-five countries around the world. His hospitality industry operations background includes management and training positions with The Harborside Inn on Martha's Vineyard, Massachusetts, Jolly Roger Restaurants Inc., in California, and Pannell Kerr Forster, a management and consulting company in Los Angeles and Boston plus other positions. Dr. O'Halloran has served on professional advisory boards including the North Carolina Restaurant and Lodging Association, the North Carolina's Department of Commerce Travel and Tourism Board, the American Hotel & Lodging Education Foundation, the Certification Commission of the Educational Institute of the America Hotel and Lodging Association (Chair), and the Training and Education Advisory Council of AH&LA. Previously he served on state and local boards in Tennessee, Metro Memphis, and New York. He is author and or co-author of over one hundred articles, columns, cases, in professional and academic journals and publications. Extended Biography & Contact Information

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We expect all users of our Site to take responsibility for their own actions and cannot and do not assume liability for any acts of third parties which take place at our Site. By utilizing the Good Samaritan procedures set forth herein, you waive any and all claims or remedies which you might otherwise be able to assert against hotelexecutive under any theory of law (including, but not limited to, intellectual property laws) that arise out of or relate in any way to the content at hotelexecutive or our response, or failure to respond, to a complaint.

E. Investigation/Liability Limitation

You agree that we have the right, but not the obligation, to investigate any complaint received. By reserving this right, we do not undertake any responsibility in fact to investigate complaints or to remove, edit, disable or restrict access to or the availability of Content. We will not act on complaints that we believe, in our sole discretion, to be deficient, incomplete, or otherwise questionable. If you believe that Content remains on HotelExecutive which violates your rights, Your sole and exclusive remedy shall be against the user or other party responsible for said content, not against HotelExecutive. your sole and exclusive remedy against HotelExecutive shall be to terminate your use of HotelExecutive and service.

Digital Millennium Copyright Act Compliance. As set forth in Subsection (b), you must contact our agent if you believe that a work protected by a U.S. Copyright which you own has been posted on our Site without authorization or that our Site, in some material way, contributes to its infringement. It is our policy in appropriate circumstances, if possible, to terminate the access rights of repeat infringers and other users who use HotelExecutive in an inappropriate or objectionable manner.

9. COOPERATION WITH LAW ENFORCEMENT

HotelExecutive reserves the right to fully cooperate with any law enforcement authorities or court order requesting or directing HotelExecutive to disclose the identity or other information regarding any user or member alleged by any governmental entity to be using HotelExecutive or any Content or materials available in, at, through or in association with HotelExecutive in violation of any law or regulation, or in violation of this Agreement, including, without limitation, the posting of e-mail messages, or publishing or otherwise making available any such materials. By accepting this agreement you waive and hold harmless HotelExecutive from any claims resulting from any action by HotelExecutive during, or as a result of, its investigations, and from any actions taken as a consequence of investigations by either HotelExecutive or law enforcement authorities

10. APPLICABLE LAWS, VENUE, JURISDICTION & MANDATORY ARBITRATION

If any provision(s) of this Agreement is held by a court of competent jurisdiction to be contrary to law, then such provision(s) shall be construed, as nearly as possible, to reflect the intentions of the parties with the other provisions remaining in full force and effect. HotelExecutive's failure to exercise or enforce any right or provision of this Agreement shall not constitute a waiver of such right or provision unless acknowledged and agreed to by HotelExecutive in writing. The section titles in this Agreement are solely used for the convenience of the parties and have no legal or contractual significance. This Agreement may be assigned in whole or in part by HotelExecutive. This Agreement may not be assigned in any manner by you without the express, prior written permission of HotelExecutive.

Any and all disputes or controversies of any kind, including but not limited to any performance, duty, obligation or liability arising under or related to this Agreement which are not first resolved informally, shall be determined by binding arbitration in San Francisco, California, in accordance with the rules of the American Arbitration Association. The final award in any such arbitration proceeding shall be subject to entry as a judgment by any court or competent jurisdiction, provided that such judgment does not conflict with the terms and provisions hereof. The jurisdiction of the arbiter (or arbiters) with respect to legal matters shall be limited only by the statutory and common law of the State of California and the United States.

Notwithstanding the foregoing, any and all disputes, which the parties cannot informally resolve, regarding the scope of issues or matter with the jurisdiction of the arbitrator, shall be resolved by a separate dispute resolution process whereby HotelExecutive, in its sole discretion shall elect the dispute to be resolved by either (1) a court of competent jurisdiction in the State of California or (2) a panel of three new arbitrators.

This Agreement shall be governed by and construed in accordance with the laws of the State of California notwithstanding any conflict of laws provisions. You and HotelExecutive agree that the venue for all legal disputes, controversies, actions of any kind arising under or related to this Agreement shall be San Francisco, California. You and HotelExecutive further agree that in case of any litigation regarding this Agreement, you irrevocably and unconditionally (i) consent to submit to the exclusive jurisdiction of the state and federal courts in the County of San Francisco, California for any litigation or dispute arising out of or relating to this Agreement, (ii) agree not to commence any litigation arising out of or relating to this Agreement except in the California Courts, (iii) agree not to plead or claim that such litigation brought therein has been brought in an inconvenient forum, and (iv) agree the California Courts represent the exclusive jurisdiction for all litigation relating to this Agreement.

11. MEMBERSHIP FEES

Hotel Business Review Subscriptions

If you choose to purchase a subscription, member subscription payments can be made in U.S. Dollars, as well as a variety of international currencies. Membership terms are Annual Recurring, and Monthly Recurring. The Annual Recurring subscription is an annual commitment and subscribers will be charged each consecutive billing cycle. Annual Recurring subscriptions can be cancelled after the first billing cycle and within 30-days of the billing date for a full refund. Monthly Recurring subscriptions are ongoing and subscribers will be charged each consecutive monthly billing cycle. Monthly Recurring subscriptions can be cancelled after the first month and within 7 days of the monthly billing cycle for a full refund.

12. PAYMENT AUTHORIZATION

Payment for the services provided to you in, at, through or in association with HotelExecutive may be made by automatic credit card, debit card, direct debit, bankwire or Paypal and other approved payment means offered in, at, through or in association with HotelExecutive, and you hereby authorize HotelExecutive and its agents to transact such payments on your behalf.

You hereby authorize HotelExecutive's Internet Payment Service Provider to charge your credit card to pay for your membership to HotelExecutive. You further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card for any and all purchases of products, services in association with HotelExecutive. You agree to be personally liable for all charges incurred by you in association with your access or other use of any content provided by HotelExecutive or any third party in association with HotelExecutive. You acknowledge and agree that your liability for all such charges shall continue after termination of your access or any type of membership arrangement with HotelExecutive.

In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

David Viteri
Fred Realbuto
Angela Spangler
Pedro  Colaco
Shawn Tarter
Andrea Grigg
Diane Fox
Alfred Kaufmann
Tim  Gerhold
Li Wang
Carrie Trimble
Cynthia Mejia
John Mavros
Mark Heymann
Geri Williams-Fitts
Coming up in March 1970...