Editorial Board   Guest Author

Ms. Buckhiester

Bonnie Buckhiester

President, Buckhiester Management Limited

Bonnie Buckhiester is the principal of Buckhiester Management, the leading Revenue Management consulting firm in North America for the hospitality industry.

Ms. Buckhiester's career in travel, tourism and hospitality is extensive and multi-dimensional including positions as Senior Vice President, Operations for a major North American hotel REIT; General Manager for two 4½-diamond hotels, and General Manager Operations for a major tour operator. Her diverse product knowledge of hotel, tour, cruise, air, rail and car rental inventories offers a unique cross-fertilization of industry strategies.

She holds a Bachelor Degree from the University of Illinois, a Certification in Revenue Management from Cornell University, and a Certification from Guelph University's Hospitality Managers Development Course. She's a member of the prestigious industry organization, the International Society of Hospitality Consultants, and has acted as a Board Member for several years, including President & Chairman. She is also a multi-year member of HSMAI's Revenue Management Advisory Board and annually facilitates HSMAI's Chief Revenue Officer Roundtable.

In February 2017 Ms. Buckhiester was honored by HSMAI as one of the Top 25 Extraordinary Minds in Sales, Marketing & Revenue Optimization. She is a sought-after speaker internationally and an accomplished author of numerous industry articles. She is also highly respected by her peers and considered a thought leader in the discipline of revenue management in hospitality.

Ms. Buckhiester is also the co-creator of REVRoadMap®, a proprietary, trademarked Revenue Management (RM) business process designed to enable clients to develop RM as a core competency with full integration of both strategic and tactical skills.

With this proprietary approach Buckhiester Management offers RM development at all levels focusing on practical application rather than theory. Buckhiester's unique processes have yielded extraordinary incremental revenue levels for over 1000 hotels and resorts in 20 countries, with ROI results typically less than 8 weeks. Clients include brands such as Accor Hotels, Fairmont Hotels & Resorts, Pan Pacific Hotels, Ritz-Carlton, Best Western, Delta Hotels, Choice Hotels, and Joie de Vivre, as well as ownership & management companies such as Oxford Properties, Strategic Hotels & Resorts, Ashford Hospitality Trust, the Irvine Company, and Benchmark Hospitality.

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

Ms. Buckhiester can be contacted at +1 703-858-7304 or bonnie@buckhiester.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.