Editorial Board   Guest Author

Mr. Schrils

Gustaaf Schrils

Chief Information Officer, White Lodging

Gustaaf Schrils is currently the Senior Vice President and Chief Information Officer for White Lodging based outside Chicago.   He is a passionate member of the Executive Committee and responsible for leading all aspects of technology applied by this enterprise.   Mr. Schrils led the creation and successful execution of a complete digital transformation program and as a result build a resilient and highly scalable computing platform.    He leveraged enterprise wide information to drive business insights and continuous improvement.   He is a key advocate of technology to his colleagues.

White Lodging is a privately owned company that develops and operates 100 hotels representing 28 brands, 40 Restaurants, a Winery, Brewery and a Farm with almost $1.5B in gross revenue.  White Lodging employs 10,000 associates and has 10 hotels under construction.    White Lodging has won the 2018 and 2019 Gallup Great Workplace award, and recipient of 2019 Conde Nast Reader's choice award, Marriott Best Full Service Franchise Hotel and General Manager, Leisure Magazine number 1 resort hotel in the U.S. and number 2 in the world.

A proven leader, with over 30 years of hospitality technology experience, Mr. Schrils has been with White Lodging for 4 years now.  He is most widely recognized for his tenure of 20 years at InterContinental Hotels Group (IHG) where he held several senior technology positions with global responsibility.

Mr. Schrils is a board member for HTNG, member of several technology advisory committees and advisor to technology start up's and VC in Chicago. 

Mr. Schrils holds a Bachelor's Degree in Computer Engineering and a Master's Degree in Engineering Management both from the Florida Institute of Technology.   He was born in Curacao and is fluent in English, Spanish, Dutch and Papiamentu.

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

Mr. Schrils can be contacted at +1 219-472-2969 or gustaaf.schrils@whitelodging.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.