Editorial Board   Guest Author

Mr. Allen

J.Carter Allen

Managing Director, HVS Houston

J. Carter Allen, MAI, is the Managing Director of the Houston office of HVS, a Designated Member of the Appraisal Institute (MAI), and a state-certified general appraiser. While Mr. Allen's expertise is focused on markets in Texas and the Southeast, he has consulted on hundreds of hotels and resorts throughout the country.

Mr. Allen graduated from the University of Houston's Conrad N. Hilton College of Hotel and Restaurant Management with an emphasis on Hospitality Finance and Development and a minor in Finance from the university's Bauer School of Business. He has also completed an advanced set of courses in the analysis and valuation of real estate through the Appraisal Institute.

As an undergrad, he served as President of the University of Houston's student chapter of Hospitality Finance and Technology Professionals. Mr. Allen also served as President of Pi Kappa Phi at the University of Houston and went on to consult for Pi Kappa Phi Properties in Charlotte, North Carolina, before joining HVS.

His experience also spans front-line work at The Houstonian hotel and operations and management internships with JW Marriott and CenterPointe Hotels. As part of The Abilities Experience, Pi Kappa Phi's philanthropic arm, Mr. Allen biked 4,000 miles across the country in 2007 to raise funds and awareness for people with disabilities. He continues to support the charity and has since run the Marine Corp Marathon and participated in Summit Vision, a four-day excursion in the mountains of Colorado focused on reaching some the highest peaks in the state and proving the inability to see does not affect one's vision of possibility.

Mr. Allen can be contacted at 713-252-5595 or callen@hvs.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.