Editorial Board   Guest Author

Mr. Scott

Lester Scott

Managing Director, Carillon Miami Beach

International hotelier Lester Scott refuses to settle for anything less than extraordinary. Which is perfect, because that's exactly what Carillon Miami Beach needs - a leader who can extract every ounce of potential from an untapped North Beach property and create an unexpectedly exceptional product that rivals any on Miami Beach. Before arriving in Miami, a place that he says truly feels like home to him, Mr. Scott spent the last 10 years with Capella Hotel Group, the luxury hotel management group founded by Mr. Scott's mentor and dear friend, Mr. Hortz Schulze (the former President and CEO of Ritz-Carlton). Most recently, he oversaw $1 billion in hotel assets across five properties in China, while simultaneously assisting in the opening and development of new projects. Now, as Managing Director of the 110 all-suite Carillon Miami Beach hotel and its 580 residences, Mr. Scott has taken the reigns to rebrand and reignite the fire underneath an iconic landmark that has populated Miami's sands since 1958. He's ready to re-define the meaning of “luxury,” a word that to him, has become ubiquitous with false exaggerations or sterile atmospheres. “Luxury,” he says, “should be intuitive, personalized and whatever the customer wants it to be. Anything else is not true luxury.” Mr. Scott says that he was always destined for the hospitality business. Even as an inner-city kid from Missouri starting out in the housekeeping department at the Hyatt Regency, Kansas City, MO, he knew that this was his calling. Now, with a championed belt of Five-Star, Four-Diamond, top-rated properties on his resume, there's no sign of slowing him down. Maybe only to catch a game of golf or to watch The Royals or Chiefs play. Otherwise, it's full speed ahead as he carefully crafts his poised, emotion-evoking Carillon brand that, in due time, he'll be replicating globally. Never a dull moment for Lester Scott.

Please visit http://www.carillon.com for more information.

Mr. Scott can be contacted at 866-800-3858 or lester.scott@carillon.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.