Editorial Board   Guest Author

Mr. Markham

Clay Markham

Global Hospitality Sector Leader, CallisonRTKL

Clay Markham leads CallisonRTKL's hospitality sector with a dynamic, comprehensive design and management approach to architecture, interior design and strategic branding. With nearly 40 years in the industry, Mr. Markham has worked on projects all over the world and is a firm believer in choreographing rich guest experiences that help brands build loyal customers. His deep market knowledge and a lifetime of traveling the globe allow him to easily transition from single-use environments to large-scale master plans to mixed-use projects that cover a variety of sectors, from hospitality to world-class entertainment venues.

Mr. Markham is a strong proponent and supporter of research and analytics, using detailed data mining, demographics and industry trends to point the way toward the future of hospitality. His design philosophy centers on the convergence between food experience, flexibility and looking to the future of what travelers will want in five, 10 or even 30 years. Mr. Markham looks at his projects holistically, working not just from a design perspective but with the operations team to understand back-of-house issues and logistics, as well as marketing to understand strategy and positioning, tying everything back to the guest.  

Mr. Markham is a frequent speaker and contributor to industry publications; he is a go-to expert for all things hospitality and travel. His compelling designs and successful project delivery skills have resulted in award-winning projects for individual developers and owners as well as top-tier brands, including Marriott International, Hyatt Hotel Corporation, and InterContinental Hotel Group, not to mention the new, super sustainable AC Hotel in South San Francisco.  

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

Mr. Markham can be contacted at +1 410-537-6000 or clay.markham@callisonrtkl.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.