Editorial Board   Guest Author

Ms. Repass

Claire Repass

Manager of Communications, Social Tables

Claire A. Repass, CMP is the Manager of Communications at Social Tables. In this role, she is responsible for increasing brand awareness through content curation, industry relations, community partnerships and event marketing.

Prior to working at Social Tables, Ms. Repass worked on multi-million dollar international events with a prominent lobby, and directed events and fundraising for a U.S. Congressman.

Educated in event management at the University of Illinois, George Washington University & the Smithsonian Institution, Ms. Repass is a certified meeting professional (CMP) whose devotion to the hospitality industry has seen her work with NPO's, federal & local governments, political organizations, startups and corporations to develop dynamic and memorable events and campaigns.

Ms. Repass serves as committee chair for the MPI Rocky Mountain chapter and Women In Travel (WINiT), and is actively involved in the IAEE and PCMA communities. Claire's writing has been featured in PCMA Convene, BizBash, Event Solutions, Hotel Business Review, Hotel Executive, The Special Event and MPI.

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

Ms. Repass can be contacted at +1 877-973-2863 or claire@socialtables.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.