Customer Social Engagement

Chris Anderson is a professor at the Cornell Nolan School of Hotel Administration. Prior to his appointment in 2006, he was on the faculty at the Ivey School of Business in London, Ontario, Canada. Professor Anderson’s main research focus is on revenue management and service pricing. He actively works in the application and development of revenue management across numerous industry types, including hotels, airlines, and rental car and tour companies, as well as numerous consumer packaged goods and financial services firms. Professor Anderson’s research has been funded by numerous governmental agencies and industrial partners. He serves on the editorial board of the Journal of Revenue and Pricing Management and is the regional editor for the International Journal of Revenue Management. At the Nolan School of Hotel Administration, Professor Anderson teaches courses in revenue management and service operations management.

Geoffrey Ryskamp is the Global Head of Hospitality, Travel & Leisure for Medallia. In this role, he provides strategic CX guidance and leads a multi-market team that implements Medallia Experience Cloud to leading hospitality and retail companies. Geoffrey has 20 years of experience in the hospitality industry, most recently as a founding member of the asset management team at Pebblebrook Hotel Trust, serving as the Director of Asset Management. Previously he led and expanded a global CX program with over 7,000 locations and was a consultant covering the hospitality industry for PwC. Throughout his career, he has worked across the hotel, vacation ownership, food & beverage, airline, and gaming sectors, carrying out CX program development, asset management, capital planning, revenue management, financial performance analysis, corporate brand benchmarking analysis, market studies, and economic impact analysis. Geoffrey has held management and operational roles with Hilton Worldwide, Marriott International, Starwood Hotels and Resorts, Carlson Hotels, Dolce Hotels and Resorts, and Levy Restaurants. He is an alumnus of Michigan State University and holds an MBA from the University of Maryland.

Michael Morton is Vice President of Operations for Best Western Hotels & Resorts. He is responsible for the company’s efforts in guest satisfaction and customer feedback programs, education and training, district management and member care, the global quality assurance process, and property management consulting. Since joining Best Western in 2009, Michael has made many contributions, leading brand training efforts to become one of the best in the industry through partnerships with organizations like eCornell, AH&LA, and Rosetta Stone. He was also instrumental in the development and implementation of the company’s customer care initiative, Best Western I Care®. Michael has championed the company’s customer feedback initiative by working with partner Medallia to greatly enhance the customer survey and social media feedback reporting tools available to Best Western Members. Prior to joining Best Western, Michael has been involved in single-property and corporate multi-hotel operations since 1985, working with such brands as Doubletree, Hilton, Holiday Inn, Hyatt, and Marriott. He also spent more than ten years with Boykin Management Company and was Vice President of Operations for JHM Hotels, hired to lead the company’s entry into the full-service upscale hotel market. Michael is a graduate of the University of Akron with a Bachelor’s degree in Industrial Management/Industrial Accounting. 

Tammy Lucas serves as Vice President of Marketing for BWH|Hotel Group (Best Western Hotels & Resorts). In her role, she leads the global loyalty, performance marketing, advertising, digital marketing, regional marketing, and search teams by setting the strategy and direction for key initiatives that focus on delivering strong business performance to the BWH|Hotel Group portfolio of brands. In 2015, Tammy played an integral role in the brand’s effort to launch a full rebranding initiative, resulting in Best Western’s first new logos in more than 20 years. She has also played an instrumental role in the growth of Best Western Hotels & Resorts’ portfolio of brands, which includes the newly acquired WorldHotels and the launch of WorldHotels Rewards. Tammy also serves on the Hospitality Sales and Marketing Association International (HSMAI) Americas Board of Directors. From 2014 to 2017, she served on the HSMAI Foundation Board of Directors. In 2012, Tammy was recognized by HSMAI as one of the Top 25 Most Extraordinary Minds in Sales & Marketing for her tremendous contributions in shaping the Best Western Rewards program. Tammy attended the University of Ottawa and earned a Bachelor of Social Science, majoring in Psychology and minoring in Business. She is also the proud mother of three amazing children.