Editorial Board   Guest Author

Mr. Nicolls

Marcus Nicolls

Senior Vice President and Business Unit President, Partners in Leadership (PIL)

Marcus Nicolls is Senior Vice President and Business Unit President of Partners In Leadership (PIL). He serves on the company's Senior Management Team and helps lead the strategic vision and direction of the organization. His extensive experience in leadership, management, and sales has largely helped shape PIL and the company's continued success. Mr. Nicolls has worked with some of the world's most successful senior leaders from Fortune 1000 and Global 500 companies, including Boston Scientific, Destination Hotels & Resorts, Hilton Hotels & Resorts, Intel Security, Kroger, Louis Vuitton, Marvell, Sony, Starbucks, US Foods, and Walgreens. As an expert in Accountability Training® and Culture Change, Marcus helps deliver value-added business solutions that are industry relevant to his clients and has implemented organizational transformations, resulting in record-setting results such as increased revenues, improved shareholder value, high employee engagement, and low turnover. Clients praise his world-class ability to passionately get involved as an expert consultant, providing valuable insight on trending issues and taking ownership for helping to deliver on their results. Marcus Nicolls is Senior Vice President and Business Unit President of Partners In Leadership (PIL). He serves on the company's Senior Management Team and helps lead the strategic vision and direction of the organization. His extensive experience in leadership, management, and sales has largely helped shape PIL and the company's continued success. Mr. Nicolls has worked with some of the world's most successful senior leaders from Fortune 1000 and Global 500 companies, including Kroger, Starbucks Coffee, Covance, Destination Hotels & Resorts, Boston Scientific, and Sony. As an expert in Accountability Training® and Culture Change, Marcus helps deliver value-added business solutions that are industry relevant to his clients and has implemented organizational transformations has extensive knowledge and background spanning over several industries, including hospitality, finance, technology, healthcare, government, retail, energy, and entertainment. Mr. Nicolls is a regularly featured keynote speaker for large conferences, associations, and organizations with the distinction of providing a keynote address at the MGM Grand in Las Vegas to an audience of 20,000 people. Other speaking engagements include the National Restaurant Association Supply Chain Management Executive Study Group, Food Marketing Institute's Future Connect, and the International Association of Amusement Parks and Attractions. Audience participants praise his passion, insight, and wisdom as a speaker and world-class facilitator. Mr. Nicolls received a Bachelor of Arts in International Relations from Brigham Young University and a Master of Pacific International Affairs (MPIA) from the University of California, San Diego. Marcus has lived abroad and is conversant in the Chinese language. Marcus and his wife, Joy, have 4 children.

Mr. Nicolls can be contacted at 8005046070223 or marcus.nicolls@ozprinciple.com

Coming up in October 2020...

Revenue Management: Maximizing Profit

Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.