Editorial Board   Guest Author

Mr. Anderson

Calvin Anderson

Senior Vice President & Chief of Revenue Optimization, RLH Corporation

Calvin Anderson currently serves as the Senior Vice President and Chief of Revenue Optimization for RLH Corporation overseeing customer acquisition through revenue strategy, performance media, data management platforms, field marketing and strategic leadership over global sales. Prior to RLH Corporation, Mr. Anderson served as Vice President and founder of the Managed Services division at Duetto, a leading revenue management software company based out of San Francisco. Mr. Anderson was a founder of Duetto's Managed Services (consulting) branch delivering a 7% operating income in the founding year with progressive growth into 2017.

Mr. Anderson also held senior revenue leadership roles in New York City as Director of Revenue for the New York Hilton Midtown, NYC's largest hotel and Director of Revenue for the Lexington Hotel, Autograph Collection with Highgate Hotels. In recent years, Mr. Anderson taught Distribution & Channel Management at the under undergraduate level and New Media & Distribution at the graduate-level for the NYU Tisch Center for Hospitality and Tourism, was a recipient of the NYC Revenue Management Professional of the Year, served on HSMAI's national Revenue Management Advisory Board and served as co-chair and chair of the HSMAI Revenue Optimization Conference.

Additionally, Mr. Anderson is co-authoring a textbook in partnership with Boston University and Pearson publishing company titled: Hospitality Revenue Management. In 2018, Mr. Anderson was named 'Hotels 20 Next-Gen Hospitality Leaders' by Hotels Mag sponsored by the Wall Street Journal.

Mr. Anderson graduated from the University of Kansas City Missouri in 2010 with a Bachelors of Arts. Mr. Anderson currently resides in Denver, Colorado.


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

Mr. Anderson can be contacted at 800-733-5466 or calvin.anderson@rlhco.com

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.