Editorial Board   Guest Author

Ms. Churchill

Elizabeth Churchill

Chief Revenue Officer, Aqua-Aston Hospitality

Elizabeth Churchill is Chief Revenue Officer of Aqua-Aston Hospitality, a premier hotel management group with an extensive portfolio of hotels and resorts in Hawaii and on the U.S. mainland. Ms. Churchill oversees the marketing, sales, revenue management and reservations functions. She is a veteran marketer and sales leader with expertise in hotel rebranding and repositioning and extensive knowledge of the hospitality and tourism industries. Ms. Churchill's marketing strengths include: setting strategic plans, executing on strategy to grow a business and drive profitability, turnaround strategies, building effective teams, driving ROI, branding and identity, analysis, technology vetting, e-Commerce and digital strategies, sales and sales leadership, revenue optimization and distribution, niche marketing and public relations. Ms. Churchill's progressive marketing and revenue management techniques led to growth for Aqua Hospitality over the last ten years. Her tenure as part of the Aqua family began in 2005, during which she orchestrated a rebranding of the company which helped to triple the number of rooms it oversees. Ms. Churchill's accomplishments include transforming the former W Honolulu Hotel into the Lotus Honolulu, rescuing the iconic Ilikai Hotel & Suites on Oahu, transitioning Wailea's Diamond Resort into the trendy Hotel Wailea Maui, and reopening the historic Volcano House in Hawaii Volcanoes National Park on the Big Island. Ms. Churchill is focused on developing and executing a holistic approach to Aqua-Aston Hospitality customers across all of its brands, and driving customer acquisition, retention and profitability.

Please visit www.aquahospitalityllc.com for more information.

Ms. Churchill can be contacted at 808-943-9291 or echurchill@aquahospitality.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.