Editorial Board   Guest Author

Ms. Broussard

Denise Broussard

Senior Vice President Revenue Management & eCommerce, Interstate Hotels & Resorts

Denise M. Broussard is the Senior Vice President of Revenue Management & eCommerce for Interstate Hotels & Resorts. She is responsible for overseeing the global Revenue Management efforts of the company's nearly 400 hotels in the USA. A 31-year veteran of the hotel industry, and 11 years with Interstate, Ms. Broussard previously held a Regional Director of Revenue Management position and was the former Corporate Director of Revenue Management with Flagstone Hospitality, managing the RFS REIT portfolio, overseeing more than 55 hotels. Prior to entering the Revenue Management discipline, Ms. Broussard held several operational roles, including General Manager at several hotels across the country. Ms. Broussard was named to her current position in 2007.

Ms. Broussard can be contacted at 703-387-3100 or denise.broussard@ihrco.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.