Editorial Board   Guest Author

Ms. Suttle

Denise Suttle

Assistant Director of Convention Services, Albuquerque Convention & Visitors Bureau

Denise Suttle, CMP, has been with the Albuquerque CVB since moving to New Mexico from Oklahoma in 1991. She is the Assistant Director of Convention Services, working with citywide conventions that utilize the Albuquerque Convention Center and multiple hotels, sports events, and hotel meetings of all kinds. Ms. Suttle began at the CVB in convention sales as a telemarketer, earned increasingly responsible sales positions and eventually served as the division's interim vice president. Her switch to convention services was based on a desire to follow through with the relationships built during the sales process, to help her clients experience the best possible convention with her hands-on approach. Ms. Suttle sees each client as a potential partner and friend, and feels the convention is as much her responsibility as the meeting planner's. She believes that a successful CVB services manager must advocate for the customer, the city and the venues all at the same time—a juggling act that requires focus, patience and—above all—passion for customer service. A member of PCMA since 1996 and ESPA since 2000, Ms. Suttle has served on the board of directors, is past chairman of the marketing & communications committee, former editor of the quarterly E-newsletter “ACOMmodate,” and was a member of the continuing education committee. Ms. Suttle was part of the team responsible for writing the chapter on Convention Services Managers for the fifth edition of Professional Meeting Management published in 2005 by PCMA. She has participated in numerous panel presentations for ESPA and PCMA, and has presented convention services as a career path during Mega Mentor sessions of the PCMA Student Track.

Please visit http://www.espaonline.org for more information.

Ms. Suttle can be contacted at 180073399183335 or suttle@itsatrip.org

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.