Editorial Board   Guest Author

Ms. Bauer

Pam Bauer

Director Brand Development & Marketing, Callaway Resort & Gardens

As Director of Brand Development and Marketing, Pam Bauer serves as the Callaway Resort & Gardens' brand champion, setting the marketing and guest engagement strategy to further property's mission to, "Connect People and Nature in a way that benefits both".

An accomplished marketing and customer experience operations professional with proven success in start-up, turn-around and process improvement, Ms. Bauer brings passion and enthusiasm on her subject matter as well as expertise in brand development cultural initiatives, customer experiences, motivational speaking, customer journey mapping, and strategic planning.

Prior to joining the Team at Callaway Resort & Gardens, Ms. Bauer founded elevateXP in 2013, a boutique customer experience (CX) design consulting firm based on her belief that "If the experience is not by design, you're leaving it to default." Ms. Bauer is a proud Marketing and Management double major graduate of Mercer University's Stetson School of Business & Economics and a graduate of the Jim Moran Institute for Global Entrepreneurship Small Business Executive Program. Ms. Bauer also holds “Leadership in Service Excellence” certification from Cornell University and attended the International Conference on Patient- and Family-Centered Care.¬†

For more than 65 years, Callaway Resort & Gardens has provided “a place of relaxation, inspiration and a better understanding of the living world” for millions of visitors. Owned and operated by the non-profit Ida Cason Callaway Foundation, Callaway includes a garden and resort on thousands of acres in the rolling Appalachian foothills of Pine Mountain, Georgia. ¬†Highlights include a butterfly conservatory, discovery center, chapel, inland beach, nature trails, and special events throughout the year, including one of National Geographic's top holiday light shows in the Nation, Fantasy In Lights.

 


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

Ms. Bauer can be contacted at 706-663-6804 or pbauer@callawaygardens.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.