Editorial Board   Guest Author

Ms. Bridges

Cerise Bridges

Certification Specialist, Green Seal

Cerise Bridges is a Chicago native with fifteen years of work at the intersection of hospitality and environmental protection. Currently a Certification Specialist for the nation's premier environmental standard developer and certifier, Green Seal®, her specialty for the last eight years has been assisting hotels, restaurants and cleaning services with implementing comprehensive sustainability improvements and evaluating their progress towards earning certification.

Since graduating from Howard University with a B.B.A in Hospitality Management and from American University with a M.A. in Environmental Policy, Ms. Bridges has served environmental organizations, large and small, in many capacities.  Her initiatives have included protecting city parks across the U.S. with The Trust for Public Land; conserving land and water in the Caribbean and Central America for The Nature Conservancy; training future environmental leaders at the Environmental Leadership Program; and now driving sustainability in the hospitality industry by facilitating Green Seal's hotel certification program. Ms. Bridges got her start in the hospitality industry working in the front of the house as a Concierge and Front Desk Associate at hotels in Washington, D.C. and Chicago, and has served as part of a management team for Aramark at a university food service operation in Washington, D.C. 

Ms. Bridges believes the hospitality industry is a microcosm of the greater community.  Given the sheer volume of daily purchases and resources used, it has the ability and -- more importantly -- the responsibility to reduce waste, increase energy efficiency, and limit water usage.  The implementation of even the most basic initiatives can benefit both our environment and the hotel's bottom line. 

Please visit http://www.greenseal.org for more information.

Ms. Bridges can be contacted at 202-872-6400 or cbridges@greenseal.org

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.