Editorial Board   Guest Author

Dr. Singh

Sheetal Singh

Partner, Organizational Development , HVS Executive Search

An award-winning researcher, corporate trainer, and coach, Dr. Singh is a Professor of Leadership and Change Management for the OMBA program at Robert H. Smith School of Business, University of Maryland, where she received her Ph.D. in Organizational Behavior and Strategy.

Dr. Singh runs her own consulting practice, OTI Advisors LLC, providing leadership development Services to hospitality firms and is a partner with HVS Executive Search, heading its Organizational Development practice.

With a strong background in organizational development and executive training, Dr. Singh specializes in Leadership Development, Change Management, Executive Coaching, Executive Onboarding, Succession Planning, and Employee Wellness, as well as Retention Strategy.

Dr. Singh has spent the last decade studying entrepreneurs, leadership, and emotional labor in hospitality firms and start-ups. Her research and organizational development work was motivated by her dedication to support individual & organizational performance and wellbeing.

She completed her undergraduate work in Commerce at Delhi University and in Hotel Administration from the Institute of Hotel Management, Delhi, India.

She also earned a post-graduate diploma in Hotel Management from The Oberoi Centre of Learning and Development, Delhi, India. Prior to her doctoral endeavors, Dr. Singh spent over a decade in the hotel industry working with The Oberoi Group of Hotels & Resorts and the Carlson Group in various positions ranging from rooms department to food & beverage before transitioning into training & development.

Dr. Singh has appeared as a featured speaker at Cornell University's School of Hotel Administration and continues to serve as a coach for its Leadership Development Program.

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

Dr. Singh can be contacted at +1 202-330-7069 or ssingh@hvs.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.