Editorial Board   Guest Author

Ms. Holowka

Taryn Holowka

Senior VP of Marketing, Communications & Advocacy, U.S. Green Building Council

A skilled communicator, storyteller and multi-market brand strategist, Taryn Holowka brings 16 years of experience in building multinational brands. Currently the Senior Vice President of Marketing, Communications & Advocacy at the U.S. Green Building Council (USGBC), Ms. Holowka heads up all global marketing, communications and public affairs efforts for USGBC and its popular LEED green building program. She is also responsible for a variety of other B2B sustainability brands at the Green Business Certification, Inc. (GBCI), including PEER, WELL, SITES and EDGE.

Ms. Holowka is responsible for the successful development, implementation and measurement of product and mission-marketing initiatives both in the U.S. and internationally while managing a dynamic staff of 30+, covering all market sectors of USGBC's broad membership and aligned organizations.

Ms. Holowka's core areas of expertise are strategic communications planning, messaging and product and brand management; project and people management; business development and analytics; emerging technologies; and leadership. Ms. Holowka was also awarded PR News' PR Person of the Year in 2008 and nominated for Marketing Executive of the Year in 2014.

Ms. Holowka holds a Masters in Liberal Studies from Georgetown University and a B.A. in Political Science from the State University of New York College at Geneseo. She has been a LEED AP since 2004. Prior to joining USGBC, Ms. Holowka worked at the National Environmental Policy Institute (NEPI) overseeing an EPA grant as part of the Clean Air Act. She also was at the Polyisocyanurate Insulation Manufacturers Association (PIMA).

Please visit http://usgbc.org for more information.

Ms. Holowka can be contacted at 202-828-1144 or tholowka@usgbc.org

Coming up in October 2019...

Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.