Editorial Board   Guest Author

Ms. Schuler

Cynthia M. Schuler

Human Resources Professional,

Cynthia Schuler, PHR, SHRM-CP, CPRW is a human resources professional who has been in the field for approximately 20 years. During her career, she has observed the transformation of human resources and has a passion for sharing her experiences to assist other human resources professionals nationally and internationally. Ms. Schuler's experience includes the oversight of the full life cycle of human resources to include talent acquisition and recruitment, onboarding, compensation administration, benefit negotiations and administration, employee relations, professional development and training, and regulatory compliance. Her experience extends beyond the basic life cycle to areas including affirmative action reporting, HRIS systems, learning management systems, applicant tracking systems, and diversity and inclusion. Ms. Schuler has published numerous articles and conducted presentations for multiple organizations including Society for Human Resources Japan INSIGHTS magazine, National Business Institute, Business and Legal Reports, and the American Management Association. She is also an author in an upcoming anthology entitled “Cultivating Culture” which was published by Red Letter Publishing in November of 2016. Ms. Schuler's articles and presentations include topics such as cultivating a positive organizational culture, change management, business etiquette, teambuilding, leadership, diversity and inclusion, and conflict resolution. Ms. Schuler received her Bachelor's Degree in English Literature from the University of Maryland, College Park, MD, and she received her Master's Degree in Business Administration from Strayer University in Washington, DC. She is a member of the Association of Legal Administrators, the Society for Human Resources Management, and the Professional Association of Resume Writers.

Ms. Schuler can be contacted at 301-343-7369 or cmschuler@msn.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.