Editorial Board   Guest Author

Prof. O'Halloran

Robert M. O'Halloran

Professor & Director, School of Hospitality Leadership, East Carolina University

Robert M. O'Halloran is a professor and currently the Director of the School of Hospitality Leadership at East Carolina University. He was previously Director of the Kemmons Wilson School of Hospitality and Resort Management at the University of Memphis. He has also served in faculty and held administrative positions at the State University of New York at Plattsburgh, the University of Denver, Michigan State University and Central Michigan University. Professor O'Halloran teaches courses in planning and development, financial feasibility and food and beverage operations. He was a pre-pilot instructor for the popular Certification in Hotel Industry Analytics (CHIA) program jointly offered through ICHRIE, Smith Travel Research and AH&LA.

His hospitality industry 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. As an academic he continued to pursue industry experience through faculty internships with Aramark, Marriott Management Services (now Sodexo), Marriott International and the Club Managers Association of America; New Jersey Chapter. He has continued his industry partnerships serving on a variety of professional boards. He has served on boards and or committees of 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 Faculty Advisory Committee of the Educational Institute of the AH & LA and the Training and Education Advisory Council of AH&LA.  He previously served on the boards of the Tennessee Hotel and Lodging Association, the Metro Memphis Hotel & Lodging Association, the Memphis Restaurant Association and the Memphis Convention and Visitor Bureau and the New York State Restaurant Association.

Professor O'Halloran is a recipient of the Innovation in Teaching Award presented by International CHRIE and is recipient of the Tennessee Hotel and Lodging Association's Educator of the Year award. He is author and or co-author of over one hundred articles, columns, cases and chapters in books. He is also co-editor and contributing author for two case books, Cases in Food Service and Cases in Hospitality and Tourism published by Pearson Prentice Hall and has also served as a subject matter expert for the Pearson Foundation. He is an instructor for the Certified Hospitality Educator (CHE) program offered through the Educational Institute of the American Hotel & Lodging Association, and co-author of the book, Mise en Place for Teaching: A Handbook for Hospitality & Tourism Educators and Trainers published by the Educational Institute of the AH & LA. 

Please visit http://www.ecu.edu for more information.

Prof. O'Halloran can be contacted at +1 252-737-1604 or ohalloranr@ecu.edu

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.