Editorial Board   Guest Author

Mr. Roeh

Lola Roeh

General Manager, The Osthoff Resort and Aspira Spa

Lola Roeh began her career in hospitality over 30 years ago, accepting a position at the storied American Club in Kohler, Wisconsin. Over the course of her tenure there, Lola held management and development positions in guest services, marketing and special events, and quality control, culminating her hotel management experiences with the position of General Manager.

Ms. Roeh was also the opening manager of the Kohler Design Center, the first manager of Commercial Development and finished her career at Kohler as the Director of Destination Marketing for the Kohler Hospitality Businesses. Eighteen years ago, Ms. Roeh became the General Manager of the AAA Four Diamond Osthoff Resort in Elkhart Lake, Wisconsin, one of the Midwest's premier resort destinations.

Ms. Roeh has served as Chair and Board Member for the Wisconsin Hotel and Lodging Association, and received the Association's Innkeeper of the Year Award in both 2002 and 2012. Ms. Roeh is also an active member in the American Hotel and Lodging Association, the Wisconsin Restaurant Association, and the International Spa Association (ISPA) USA. She has served as the President and Board Member of the Elkhart Lake Chamber of Commerce, and Chair and Board Member of the Elkhart Lake Tourism Commission.

Ms. Roeh is a past Chair of the Wisconsin Governor's Council on Tourism and serves on the Marketing Committee. In 2014, she was honored with the Wisconsin Department of Tourism's highest industry honor, the Legacy Award.

Mr. Roeh can be contacted at 920-876-5832 or lroeh@osthoff.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.