Editorial Board   Guest Author

Mr. Ebbink

Benjamin Ebbink

Of Counsel, Fisher Phillips LLP

Benjamin M. Ebbink is Of Counsel in the Sacramento office of Fisher Phillips. With nearly two decades of experience in labor and employment law and in assisting the development of California labor law and regulations, he focuses on legislation introduced at the state and local level.

Mr. Ebbink assists employers with navigating evolving legislative and regulatory landscapes in a variety of areas including workplace discrimination, employee privacy, wage and hour, employee compensation, trade secrets, employment contracts and terms, healthcare, immigration, employee leave, workers' compensation, workplace safety and affirmative action.

For nearly 15 years, Mr. Ebbink served as Chief Consultant to the California Assembly Committee on Labor and Employment where he was the primary policy expert on labor and employment matters for the California State Assembly. His legislative experience and deep connections in the stakeholder community allow him to provide services to clients that have legislative or regulatory issues that benefit from his unparalleled experience and strategic guidance.

Mr. Ebbink received his J.D. in 2000 and his B.A. in 1997 from the University of California, Davis. Mr.Ebbink is also a frequent contributor to the firm's California Employers Blog, publishing consistent updates on pending California legislation.

Please visit https://www.fisherphillips.com/attorneys-bebbink for more information.

Mr. Ebbink can be contacted at +1 916-210-0400 or bebbink@fisherphillips.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.