Editorial Contributor
Hilary Murphy, Professor, Ecole hôtelière de Lausanne
Hilary Murphy is a Professor in Hospitality IT and E-marketing at the Ecole hôtelière de Lausanne (Lausanne Hotel Business Applied Sciences University), Switzerland.
Guest profiling is a key marketing tool that can be used to improve the services hotels provide to their clients.
As newer, advanced technologies become available, businesses are confronted with the challenge of assessing their value.
