Editorial Board   Guest Author

Mr. Song

Will Song

Co-Founder & Vice President of Revenue, Lights On Digital

As co-founder and vice president of revenue at Lights On Digital, Will Song works closely with clients on a variety of revenue-management solutions. Mr. Song is a pricing expert with a passion for technology, bringing entrepreneurial insight in his ability to think outside the box on strategies to revive properties and tackle challenging situations. He has more than a decade of experience in revenue management, achieving record-breaking growth for clients in key hospitality metrics. Mr. Song previously served as the senior revenue manager at Aqua Hospitality, Hawaii's fastest-growing hospitality chain, where he managed revenue strategy for 15 properties. His background also includes pricing strategy, marketing and product line management at several national and Hawaii-based technology companies. Mr. Song holds a bachelor's degree in economics from The University of Chicago, where he studied optimal pricing algorithms. He routinely works with a variety of technology solutions, including Opera, roomMaster, RMS, SkyTouch, TravelClick, and Sabre SynXis. Lights On Digital is a Honolulu-based digital marketing agency founded in 2014 with roots in the hospitality and visitor industry. The company pairs an in-depth understanding of hotels and resorts with the know-how and cutting-edge tools of a leading tech company. Lights On works with more than 1,400 hotel rooms across nearly two dozen properties in Hawaii, the Northeastern and Western U.S., and the Caribbean. The company recently earned two Adrian Awards from the Hospitality Sales and Marketing Association International (HSMAI); and in 2017, it was honored with a Pele Award from the Hawaii Chapter of the American Advertising Federation.

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

Mr. Song can be contacted at 808-213-3010 or will@lightsondigital.com

Coming up in January 2020...

Mobile Technology: Meeting Tech Expectations

What once seemed futuristic is now the norm, owing to the escalating developments in mobile technology, and hotels must continue to innovate in order to meet guest expectations. In a recent study from Mower, 65 percent of guests said they would gladly pay more for a hotel that provides the mobile technology they deem essential. The same study shows that 44 percent of travelers are more likely to book a smart hotel, and nearly 7 in 10 want to use smart devices provided by the hotel. And how do guests wish to use all this technology? A majority expressed a desire for mobile check-in and check-out, and mobile payment options. They also want to be able to stream content from their phone to the TV; to make service requests of the hotel staff; to control in-room lighting, temperature and sound; to order food and beverages; and to request a wake-up call - all from their mobile device. Guests also expressed preferences for robust wi-fi and convenient device charging ports throughout the hotel. They also appreciate the use of hotel branded apps which allow a guest to book a room, access loyalty programs, receive discounts and rewards, and even use the app to choose the room, floor and view they prefer. Some hotel apps also allow a customer to track their charges throughout their stay, rather than waiting to receive a bill at the end. Finally, mobile tech lounges are popping up more frequently in some hotels. These lounges offer guests the opportunity to perform tasks like airline check-ins or access to local info guides, but they also provide a place where guests can comfortably get some work done outside their room. The January Hotel Business Review will report on what some hotels are doing to meet their customers' expectations in the mobile technology space.