Editorial Board   

Ms. Mockerman

Lily Mockerman

Founder, Total Customized Revenue Management

President and CEO of Total Customized Revenue Management (TCRM), Lily Mockerman is a passionate and devoted leader and practitioner in the revenue management field. She has developed strong analytical skills and experienced foresight, is technology-savvy in many hotel systems and can clearly communicate vision and strategy for her clients and team.

Ms. Mockerman earned her Bachelor of Science degree in Hotel Management from Johnson & Wales University. Following graduation, Ms. Mockerman's career has encompassed a variety of roles and responsibilities, including positions with independent full-service, boutique and resort hotels, and work with major brands including Starwood Hotels & Resorts, Best Western Hotels & Resorts, Hilton Hotels, Marriott International, IHG and Hyatt, and various hotel management companies.

In her previous roles, Ms. Mockerman worked in the operations department with positions in Rooms Management and Food & Beverage, giving her a thorough understanding of how both the sales and revenue departments impact hotel operations. With 13 years of diverse hospitality experience under her belt, Ms. Mockerman founded Total Customized Revenue Management in 2012 using her passionate vision to become the premier provider of revenue management services for the hospitality community.

In recognition of these efforts, she was named 2015 Revenue Management Professional of the Year by HSMAI's Arizona Chapter. Ms. Mockerman brings a hands-on, customized approach and extensive knowledge of the industry and competitive landscape to her clients. By balancing high guest satisfaction ratings and operating costs as well as delivering a growing revenue margin, her high level of attentiveness continues to show great profit return.

With this approach, Total Customized Revenue Management provides leading revenue management and hospitality consulting services to a variety of hotels and resorts through a customized, integrated approach. Total Customized Revenue Management continues to grow under Ms. Mockermans' leadership and has recently begun to expand into international markets.

Please visit https://www.tcrmservices.com/ for more information.

Ms. Mockerman can be contacted at 623-536-7066 or lily@tcrmservices.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.