Editorial Board   

Ms. Kelley

Jacki Kelley

Yahoo! Category Development Officer, Travel

Jacki Kelley currently serves as the Category Development Officer for Travel, responsible for developing and leading online marketing strategies for Yahoo!'s travel clients. Ms. Kelley works with Yahoo!'s world-class marketing solutions to create integrated programs that increase brand association and purchase intent/sales. Ms. Kelley is a member of the AAF Hall of Achievement for advertising executives who have achieved significant results before the age of 40. Prior to joining Yahoo!, she was Senior Vice President of Advertising for USA TODAY, responsible for the publication's worldwide advertising operations. She has held several positions with USA TODAY including Vice President of Advertising for the travel section, Director of National Circulation Sales and Manager of Sales Development. Today, Ms. Kelley remains active in the travel category as a member of the Marketing Committee of the American Hotel and Lodging Foundation, a board member of the Travel Industry Association and a board member of the Travel Business Roundtable. She also serves on the national board of the American Advertising Federation. Ms. Kelley is a graduate of Pepperdine University.

Ms. Kelley can be contacted at 212-381-6860 or jkelley@yahoo-inc.com

Coming up in October 2019...

Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.