Editorial Board   

Mr. Schirmer

Cary Tyler Schirmer

Chief Executive Officer, The Higgins Group

Cary Schirmer brings more than 20 years of professional construction, development and hospitality management experience to his position as Chief Executive Officer of The Higgins Group (THG). He is responsible for the long-term strategic planning of the firm and oversees operations for both the Higgins Purchasing Group and Boxport. Mr. Schirmer forges successful partners with clients' operations and management teams through carefully orchestrated contract negotiations, legal issues, accounting systems and technologies. As a champion for customer satisfaction, Mr. Schirmer is committed to educating THG clients on evolving supply chain issues and helping them improve daily operations with more efficient methods for budgeting, purchasing, and reporting. He also works closely with his team to promote growth and enhance the mission of THG within the industry. Before his promotion to CEO, Mr. Schirmer spent nine years as president of both organizations. Prior to joining THG, Mr. Schirmer oversaw construction management and various capital asset programs for Fairmont Hotel Management, based in San Francisco. He also managed the renovations of properties located in New Orleans, Dallas, San Jose and San Francisco. Before Fairmont Hotel Management, Mr. Schirmer was with Swinerton and Walberg Company, a general building contractor where he progressed from Project Scheduler to Project Engineer and then to Project Manager. He has also supervised design and construction in various roles at C&N Builders and Gino & Huffman Construction. Mr. Schirmer is a graduate of the University of California at Santa Barbara. He resides in Lafayette, California with his wife Stacy and three children.

Mr. Schirmer can be contacted at 415-772-1600 or cschirmer@higginspurchasing.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.