Editorial Board   Guest Author

Ms. Pinabell

Andrea Pinabell

Vice President Sustainability, Global Citizenship, Starwood Hotels & Resorts

Andrea Pinabell, Vice President Sustainability and Global Citizenship joined Starwood in 2011 and is responsible for the strategy, integration, operation and management of Starwood's sustainability program across its 11 brands (Westin, Sheraton, W, Le Meridien, St. Regis, Four Points by Sheraton, Aloft, Element and The Luxury Collection, Tribute and Design Hotels along with Starwood Vacation Ownership) and throughout Starwood's global footprint of more than 1,300 properties in over 100 countries. In this role, Ms. Pinabell oversees the development and implementation of Starwood's comprehensive strategy, goals, reporting, partnerships and programs with regards to carbon emissions & energy, water conservation and risk, climate change, sustainable food & beverage and supply chain as well as its sustainable (green) building and community development strategy across Starwood's owned, managed and franchise portfolio. In addition, Ms. Pinabell leads Starwood's Hotel of the Future project, a multi-disciplinary approach to sustainable design, development and operation of Starwood's hotels with a keen focus on building resilience and adaptation into its business model. Ms. Pinabell brings to Starwood more than 20 years of global sustainability, CSR, philanthropic and environmental management experience. Prior to Starwood, she was most recently the Director of the Sustainable Cites Institute and managed the Sustainable Community Development program at The Home Depot Foundation. Ms. Pinabell sits on several councils and boards including Conservation International's Business Sustainability Council and the NOAA Ocean Sanctuary Business Council. She holds a B.S. degree in chemical engineering with an environmental focus from Iowa State University and is a LEED Accredited Professional.

Ms. Pinabell can be contacted at 203-964-4501 or andrea.pinabell@starwoodhotels.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.