Editorial Board   Guest Author

Ms. Holowka

Taryn Holowka

Senior VP of Marketing, Communications & Advocacy, U.S. Green Building Council

A skilled communicator, storyteller and multi-market brand strategist, Taryn Holowka brings 16 years of experience in building multinational brands. Currently the Senior Vice President of Marketing, Communications & Advocacy at the U.S. Green Building Council (USGBC), Ms. Holowka heads up all global marketing, communications and public affairs efforts for USGBC and its popular LEED green building program. She is also responsible for a variety of other B2B sustainability brands at the Green Business Certification, Inc. (GBCI), including PEER, WELL, SITES and EDGE.

Ms. Holowka is responsible for the successful development, implementation and measurement of product and mission-marketing initiatives both in the U.S. and internationally while managing a dynamic staff of 30+, covering all market sectors of USGBC's broad membership and aligned organizations.

Ms. Holowka's core areas of expertise are strategic communications planning, messaging and product and brand management; project and people management; business development and analytics; emerging technologies; and leadership. Ms. Holowka was also awarded PR News' PR Person of the Year in 2008 and nominated for Marketing Executive of the Year in 2014.

Ms. Holowka holds a Masters in Liberal Studies from Georgetown University and a B.A. in Political Science from the State University of New York College at Geneseo. She has been a LEED AP since 2004. Prior to joining USGBC, Ms. Holowka worked at the National Environmental Policy Institute (NEPI) overseeing an EPA grant as part of the Clean Air Act. She also was at the Polyisocyanurate Insulation Manufacturers Association (PIMA).

Please visit http://usgbc.org for more information.

Ms. Holowka can be contacted at 202-828-1144 or tholowka@usgbc.org

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.