Editorial Board   Guest Author

Ms. Stevens

Wendy Stevens

Chief Commercial Officer, First Hospitality Group

According to Chief Commercial Officer, Wendy Stevens, to be successful at First Hospitality Group one must make sure that they are adding value. “Focus on the priorities and don't get caught up in the minutia. Commit to what you say you're going to execute and get it done.” In her role, Ms. Stevens is responsible for developing and executing company strategy at a high level, pinpointing valuable business opportunities, and scouting out the best of the best for our workforce. Disciplined and determined in her approach, every challenge that comes across her desk is met with a sense of urgency that guarantees results.

Ms. Stevens' methods have proven successful time and again over her 17 years with First Hospitality Group, but the accomplishment with which she is most proud is the assemblage of her team of innovative leaders. “When I first started, we had 17 hotels in our portfolio and there were only three sales people, including myself, to work with them.” Since then, First Hospitality Group's portfolio has more than tripled; departments dedicated to marketing and revenue management have been developed to offer more holistic and dedicated support, and a total sales department of 3 grew to a team of more than 20. She attributes her success to the singular idea that, “There is nothing that you can't do; the only limits that we have, we set for ourselves.”

When she's not working with the brands to forge strong partnerships or sitting on civic committees as a representative of First Hospitality Group, you may find Ms. Stevens on the back of her Harley, flying down a zip-line, or scaling the side of a cliff. In her personal life just as in her professional life, she takes risks, moves quickly, and is fully committed to everything that she approaches. In both capacities, she pushes the limits of herself and those tenacious enough to keep up with her.

 


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

Ms. Stevens can be contacted at 224-257-4000 or wstevens@fhginc.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.