Editorial Board   Guest Author

Ms. Devlin

Lisa Devlin

Attorney, Devlin Law Firm

Lisa Sommer Devlin has practiced law since 1984, and has concentrated in hospitality law for over 25 years. She negotiates contracts, provides legal training for sales staff and handles convention and meeting related litigation nationwide for major hotel companies, and many independent hotels.

In 2002, Ms. Devlin was named one of the 25 most influential people in the meeting industry by Meeting News magazine. In 2006, the magazine gave her the honor her again, stating: "More than anyone else, she is the legal voice for the industry."

She has served as a member of the Legal Advisory Counsel and on the Contracts panel for the APEX Initiative sponsored by the Convention Industry Council, and was President of the Academy of Hospitality Industry Attorneys 2012-2014. In 2015, Meetings and Conventions magazine included her in its "M&C's Top 25 Women in the Meeting Industry."

Ms. Devlin has published numerous articles on hospitality related topics, including being the primary drafter of the American Hotel & Lodging Association's meeting planner brochure, "Meeting in the Middle."

Ms. Devlin is a sought-after speaker and trainer. She has spoken at events sponsored by Meetings Professional International, Professional Convention Management Association, Exhibitor Show, Hotel Sales and Marketing Association International, Society of Government Meeting Planners, Conference Direct, Experient, Collinson Media (now Connect Meetings), Elite Meetings Alliance, and many others, and served as adjunct faculty for Arizona State University's Professional Meeting Manager's Partnership program. PCMA named her one of its "Best in Class" speakers for 2012.

The State Bar of Arizona has asked her to serve as faculty for many years at a number of its Continuing Legal Education seminars, including its Trial College and Professionalism events.

Ms. Devlin attended the University of Iowa where she received her B.S. in 1981 in Anthropology and Journalism with High Distinction, Phi Beta Kappa; and her Juris Doctor in 1984, also with High Distinction, and Order of the Coif.

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

Ms. Devlin can be contacted at +1 602-522-2793 or lisa@devlinfirm.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.