Editorial Board   

Ms. Shaw

Stacy Shaw

President & Founder, m-k-t-g

Stacy Shaw is the president and founder of m-k-t-g, a full-service marketing communications agency focused on the hospitality industry, the agency works with companies that engage in lodging, dining, entertainment, development, tourism, recreation and gaming. Stacy brings over 20 years of marketing and hospitality experience to m-k-t-g. With a communications degree from Eastern Illinois University, Stacy began her marketing career at Foote, Cone & Belding. Her continued success within the advertising industry eventually led her to DraftWorldwide, the largest direct and promotions agency in the United States. In her role as executive vice president/managing director Stacy had oversight for key accounts such as Six Continents Hotels, General Motors Cadillac, Microsoft and Equal Sweetener. Throughout her career, Stacy continued to gravitate towards clients in the hospitality industry. Her passion for the hospitality industry resulted in her departure from the world of advertising. Stacy spent seven years at Hyatt Hotel Corporation in a variety of senior level positions. While at Hyatt, Stacy was responsible for the development and execution of brand communications, field marketing, corporate partnerships, owner relations and new hotel openings. She served on the Hyatt Diversity Council and was the winner of Hyatt's Marketing Professional of the Year in 1996. Stacy continues to leverage her passion for the industry and her extensive marketing background at m-k-t-g. She helps create innovative marketing strategies to benefit such high profile clients as Preferred Hotels and Resorts Worldwide, Westin Hotels and Resorts, Grand Teton Lodge Company, and Senior Lifestyle Corporation.

Ms. Shaw can be contacted at 312-202-6935 or sshaw@m-k-t-g.com

Coming up in October 2019...

Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.