Editorial Board   Guest Author

Mr. Pinchuk

Steven Pinchuk

Lead Customer Intelligence & Revenue Management, IBM

Steven Pinchuk is Lead Customer Intelligence & Revenue Management for IBM. NBA creates personalized 1 to 1 customer triggered interactions and is used by major banks, telecoms, insurance and retailers. IBM’s SME for WW Revenue Management practice building revenue management and dynamic pricing systems that are customer centric. Mr. Pinchuk has worked inside the best customer centric companies and consulting companies and has approached this growth area from both sides of the equation with the market leaders. Mr. Pinchuk's past positions have included President of Profit Optimization Strategies; SVP Resort Profitability for Westgate Resorts; VP, Profit Optimization Systems, for SAS software (SAS is the leader in business intelligence and predictive analytics software) ;Corporate VP of RM & Distribution for Harrah’s Entertainment, Inc., the world’s largest Casino Hotel Company with annual revenues of $20 billion USD. Mr. Pinchuk also held Director and Vice President positions at top travel companies including Princess Cruises, Club Med and American Airlines. He held Director & VP level travel consulting positions at SABRE, PROS, and OPUS2. Mr. Pinchuk was an economic advisor to a senior US Senator who ran for President and held a Top Secret security clearance with Martin Marietta Aerospace while working on long-range defense, NASA and intelligence projects. He has multi industry international experience in RM & marketing with tour operators, resorts, hotels, rental cars, ferries, airlines, casinos, excursion companies & Broadway theaters in the U.S., Canada, Mexico, the Caribbean, Europe and Asia. Mr. Pinchuk attended Phillips Andover Academy, entered Brandeis University as a sophomore and received an Executive MBA from the University of Colorado. He has been on the Editorial Review Board of the Journal of Revenue and Pricing Management since its beginning; was chosen for a RM Advisory Board at Cornell University in both Ithaca and Singapore; chaired all of the annual RM conferences in the US, Europe and Asia for EyeforTravel. In his spare time Mr. Pinchuk is an amateur photographer and an avid scuba diver with a Master Instructor Scuba License.

Mr. Pinchuk can be contacted at 407-516-5447 or spinchuk@us.ibm.com

Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.