Editorial Board   Guest Author

Mr. Fuller

Ed Fuller

President, Laguna Strategic Advisors

Ed Fuller is a hospitality industry leader, educator, and author of the international Top 20 bestselling business book, You Can't Lead with Your Feet on the Desk, published by Wiley. He is president of the Irvine, California-based Laguna Strategic Advisors, a global consortium that provides business consulting services to corporations and governments.

Mr. Fuller is a director of the Federal Bureau of Investigators National Academy Associates Foundation (FBINAA). He has served as a Board Executive of several Charity Boards and Three University Boards.

Mr. Fuller's 40-year career with Marriott included serving as CMO and several regional operational positions which was capped by his role as president and managing director of Marriott International for 22 years. His results included the creation of 80,000 new jobs worldwide, the formation and operation of 555 hotels in 73 countries, $8 billion in annual sales, and the implementation of multiple environmental, philanthropic and educational initiatives.

During that time, he oversaw the creation of Marriott International's Global Security Strategy. His experience included chief sales and marketing officer, global leadership as President of Marriott International, Inc., as executive in charge of crisis management, future business assessment, top-level customer relationship management, sales and marketing leadership and long-term strategy development that applied corporate philosophies, delivered on brand promise and enabled ethical decisions.

An active alumnus of Boston University, Mr. Fuller is former Vice Chairman of its Board of Overseers, former President of the University's Alumni Association and a former Trustee. In 1998, he received the Alumni Award, the University's highest honor.

Mr. Fuller served as a Captain in the U.S. Army and was awarded the Bronze Star and Army Commendation Medal for service during missions in Vietnam and Germany. His new international spy thriller, RED HOTEL, will be in bookstores nationwide on March 19, 2019.

Please visit http://www.lagunastrategicadvisors.com for more information.

Mr. Fuller can be contacted at +1 949-333-1380 or ed.fuller@lagunastrategicadvisors.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.