Editorial Board   Guest Author

Ms. Farmer

Cate Farmer

General Manager, Margaritaville Hollywood Beach Resort

Industry veteran Cate Farmer is the general manager of the flagship Margaritaville Resort in Hollywood Beach Florida, a AAA Four Diamond-rated 17-story, 369-room destination resort and entertainment complex offering an authentic, "no worries" tropical vibe. With more than two decades of hospitality industry experience, Ms. Farmer has held executive positions within well-known, global hotel companies such as Margaritaville Resorts, Morgans Hotel Group and Marriott International. The AAA Four Diamond-rated Margaritaville Hollywood Beach Resort is a 17-story, 369-room destination resort and entertainment complex offering an authentic, "no worries" tropical vibe inspired by the lyrics and lifestyle of singer, songwriter and best-selling author Jimmy Buffett. Designed to offer an extensive array of amenities combined with a high degree of hospitality, service and attention to detail, this oceanfront resort is located just minutes from the Fort Lauderdale-Hollywood International Airport and Port Everglades on the famed Broadwalk in Hollywood, Florida. 

Named HSMAI's South Florida General Manager of the Year and Business Woman of the Year by the Greater Hollywood Chamber of Commerce, Farmer is a leader in the community and industry. Farmer stresses the importance of community involvement and is actively involved in creating benchmarking sustainability practices for the lodging industry, she also works closely with the City of Hollywood, Hollywood Arts and Culture Center, Hollywood Beach, Greater Hollywood Chamber of Commerce and Greater Fort Lauderdale business and philanthropic communities, serving on several boards and associations. Farmer is also a two-time winner of the Marriott Golden Circle Award for sales achievement and was a member of the Diversity Council at Marriott International.

She attended the University of Wisconsin where she received a B.A. in Journalism and Political Science.

Please visit http://mhbr.com for more information.

Ms. Farmer can be contacted at +1 954-874-4446 or cfarmer@mhbr.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.