Editorial Board   Guest Author

Mr. Ross

Sam Ross

Executive Director , Visit Carlsbad

Sam Ross was hired in 2009 as the Executive Director for Visit Carlsbad, the official destination marketing organization for Carlsbad, California. Visit Carlsbad is a non-profit organization created to market Carlsbad as a premier travel destination in Southern California and to increase the City's share of tourism-related revenues. Mr. Ross is responsible for implementing Visit Carlsbad's business and marketing plans and defines the marketing strategies for Carlsbad's growing tourism industry. This includes maintaining partnerships with local hotels and attractions. Mr. Ross also serves as key spokesperson for Carlsbad's tourism industry. Prior to joining Visit Carlsbad, Mr. Ross was employed in the tourism industry with the San Diego CVB and Denver Metro CVB. His earlier employment was with Rapp Collins Marco in Boston as an account executive, DiZinno Thompson Advertising and Phillips-Ramsey Advertising both located in San Diego, CA. Mr. Ross was born in 1964 in Cocoa Beach, FL., and in 1977 he and his family moved to Brussels Belgium where he attended and graduated from the International School of Brussels in 1983. Mr. Ross earned a Bachelor of Arts in mass communications and advertising from the University of South Florida. Mr. Ross is a resident of Carlsbad, a board member for the Carlsbad Chamber of Commerce and the Agua Hedionda Lagoon Foundation. He is also a member of Rotary International.

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

Mr. Ross can be contacted at 760-434-6093 or samr@visitcarlsbad.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.