Editorial Board   Guest Author

Mr. Gancos

James Gancos

Chief Executive Officer & Founder, The Guestbook

James Gancos is a seasoned hotel executive and innovator in the revenue management, distribution, and loyalty disciplines. He has been moderator, panelist, and presenter at countless industry events, including the Direct Booking Summit, Revenue Strategy Summit, Eye for Travel, Independent Lodging Congress, and Revenue Optimization Conference.

Mr. Gancos is currently CEO & Founder of The Guestbook - an holistic direct booking conversion, loyalty, and distribution platform for over 600 hotels that utilizes cash rewards to drive meaningful business results. Mr. Gancos and his team at The Guestbook recently launched a sister service, Gopher, that works for any hotel. Gopher is a Chrome extension that pops up on major OTAs with a link to the respective hotel's own booking engine with a “guaranteed better deal” through a combination of rate and cash rewards.

Prior to founding The Guestbook, Mr. Gancos held General Manager positions at the W Los Angeles, W Istanbul, and Planet Hollywood Resort & Casino in Las Vegas as well as Hotel Manager positions at the Sheraton Seattle and Sheraton Kauai Resort in Hawaii.  In addition, he served as North America Director of Operations for Starwood for three years working directly for the divisional President on all aspects of division management.  He has served on the board of the Hotel Association of Los Angeles and represented hotels for multiple corporate IT, revenue management, and loyalty projects.

Prior to Starwood, Mr. Gancos worked as a Senior Consultant for Ernst & Young specializing in business process reengineering and IT-enablement projects for fortune 500 companies across multiple industries. 

Mr. Gancos graduated Cum Laude from Duke University with a Bachelor of Science in Economics and holds an MBA from the Harvard Business School.  

 


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

Mr. Gancos can be contacted at 323-538-0002 or james@theguestbook.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.