Editorial Board   Guest Author

Mr. McSherry

Brian McSherry

Chief Operating Officer, M&R Hotel Management

Brian McSherry is responsible for growing the M&R Hotel Management portfolio by bringing new hotels into the system, ensuring the performance of all managed hotels, directing the senior leadership team and serving as chief company spokesman and liaison with the company's owners.

Mr. McSherry is a 38-year lodging industry veteran who has worked for Marriott International, Hilton Worldwide and Wyndham Hotels & Resorts in senior corporate roles, overseeing both full- and limited-service hotels in the United States, Mexico and the Caribbean.

Mr. McSherry previously was vice president, operations, for Stonebridge Companies, a hotel management company in Englewood, Colorado. In that role, he oversaw the company's properties in four states and the ground-up development of two hotels in Manhattan.

From 2009 to 2012, he was regional vice president for Concord Hospitality Enterprises Co., a hotel development and management company based in Raleigh, North Carolina. He supervised the company's largest portfolio, including hotels in eight states that generated more than $125 million in annual sales.

Mr. McSherry came up through the ranks in food and beverage and served as general manager of hotels operated by Interstate Hotels & Resorts, Meid Enterprises, Columbia Sussex Corp., Regal Hotels International, Marriott International and Hilton Worldwide.

He earned a bachelor of science degree in hotel management and associate degree in culinary arts at Johnson & Wales University, Providence, Rhode Island, and a master of business administration degree in global management at the University of Phoenix, Arizona.

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

Mr. McSherry can be contacted at +1 516-279-4888 or bmcsherry@mrhotelmanagment.net

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.