Editorial Board   Guest Author

Ms. van Greunen

Theresa van Greunen

Assistant Vice President of Corporate Communications, Aqua-Aston Hospitality

Theresa van Greunen, assistant vice president of corporate communications, joined Aqua-Aston Hospitality in 2015 as director of public relations and promotions and has been providing strategic direction and implementing successful communications campaigns ever since.

To elevate Aqua-Aston's 70-year legacy, Ms. van Greunen launched #ShareTheAloha, a pay-it-forward campaign providing a platform for Hawaii's community leaders and non-profit organizations who are doing good by sharing Hawaii's unique culture; promoting the principles of tolerance, diversity and equality; and being environmental stewards. #ShareTheAloha is the company's most successful campaign to date and due to unprecedented consumer response, was extended three times.

Additional highlights from Ms. van Greunen's career with Aqua-Aston include developing Aqua-Aston's corporate social responsibility program, "Advocate with Aqua-Aston," and most notably, its #ForOurReef campaign. Credited with influencing the new law that bans reef-damaging sunscreens in Hawaii (Senate Bill 2571), the public awareness initiative and sought to amplify awareness about the issue; increase consumer demand for reef-safe sunscreen; and increase the availability of reef-safe sunscreen for purchase. Since launching the campaign in 2018, Aqua-Aston has distributed more than 100,000 reef-safe sunscreen samples with educational information to hotel guests and the community at more than 50 events throughout Hawaii.

Ms. van Greunen's tremendous success spearheading Advocate with Aqua-Aston and the#ForOurReef campaign led to Aqua-Aston's recognition by the Hospitality Sales and Marketing Association International (HSMAI) as a leader in corporate social responsibility, and her honor as one of the "Top 25 Extraordinary Minds" in 2019.

Ms. van Greunen oversees a growing corporate communications team and under her leadership, Aqua-Aston has refined its online customer service programs, resulting in quicker response times. Following tremendously positive results from integrating LiveChat with social media platforms, Aqua-Aston Hospitality is now one the first global brands to integrate the new Apple Business Chat and Google Business Message features with its online platforms.

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

Ms. van Greunen can be contacted at +1 808-202-5756 or pr@aqua-aston.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.