Editorial Board   Guest Author

Ms. Johnson

Leslie Johnson

Director of Sales & Marketing, Grand Geneva Resort & Spa

Leslie Johnson is director of sales & marketing of Grand Geneva Resort in Lake Geneva, Wis. Managed by Marcus Hotels & Resorts, a division of The Marcus Corporation (NYSE: MCS). Ms. Johnson joined Marcus Hotels & Resorts in 2008 as director of restaurant sales and promotions, where she oversaw the management teams and organizational systems for the company's Milwaukee-area restaurants. Most recently, she served as general manager at Timber Ridge Lodge & Waterpark in Lake Geneva, Wisconsin. Prior to joining Marcus Hotels & Resorts, she spent 12 years in various positions within the hospitality industry focused on sales, catering and marketing. Marcus Hotels & Resorts provides expertise in management, development and historical renovations. The company's portfolio includes a wide variety of properties including city-center meeting hotels, upscale resorts and branded first-class hotels.

Ms. Johnson can be contacted at 866-636-4502 or lesliejohnson@marcushotels.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.