Editorial Board   Guest Author

Ms. Colbert

Shannon Colbert

Vice President of Sales and Marketing, Endeavor Hospitality Group

As Vice President of Sales and Marketing at Endeavor Hospitality Group, Shannon Colbert is accountable for all areas of hotel sales, brand marketing, revenue generation and revenue management. Coming on board the team in June, she is based out of the company's Manhattan headquarters in Midtown.

Prior to joining Endeavor Hospitality Group in 2018, Ms. Colbert spent five years as the director of sales and marketing for Hazens Group, Pyramid Hotels, a hotel group with over 100 hotels and resorts under their hotel and asset management umbrella. During her time there, she opened and repositioned the Four-diamond Luxe City Center Hotel as a chic boutique hotel in a then fledgling Downtown Los Angeles.

Ms. Colbert had previously honed her hospitality skills in a senior management capacity with Viceroy Hotel Group's Avalon Beverly Hills, and The Ambrose Collection in Santa Monica. She began her hospitality career as a regional group sales manager for Bacara Resort and Spa in Santa Barbara, California.

Ms. Colbert graduated from University of Southern California with a degree in Communication, going on to earn a master's degree in Psychology from Phillips Graduate University.

Ms. Colbert can be contacted at scolbert@endeavorhg.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.