Editorial Board   Guest Author

Ms. Phillips

Luna Phillips

Shareholder, Gunster LLP

Luna Phillips is a Florida Bar board certified Gunster shareholder who practices in the area of environmental, administrative and governmental law. She leads the firm's Environmental practice.

Prior to joining the firm, Ms. Phillips was a senior attorney for the South Florida Water Management District and the Florida Department of Environmental Protection.

Ms. Phillips practices exclusively in the area of water and natural resources law before state and federal agencies. Her practice includes assisting large scale developers, agricultural entities, public and private companies, as well as individuals in a wide range of water related issues. Her experience ranges from water quality regulations such as TMDLs, to environmental resource permitting, to water use permitting, to sovereign state land and listed species approvals.

In addition, Ms. Phillips actively works on Everglades related restoration issues in south Florida involving complex restoration agreements with governmental entities and water quality and supply regulations. She provides more than two decades of experience in administrative law and litigation before the Division of Administrative Hearings (DOAH), as well as in rulemaking, public records and Sunshine law.

Ms. Phillips can be contacted at 954-712-1478 or lphillips@gunster.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.