Editorial Board   Guest Author

Ms. Harrison

Babs S. Harrison

Managing Director, Babs Harrison & Partners

Babs S. Harrison is managing director of Phoenix-based Babs Harrison and Partners, a public relations consultancy specializing in hospitality, travel and wellness. 

With more than 20 years of communications experience, Ms. Harrison focuses on blending the traditional with the innovative and developing integrated strategies to best position a client in today's world of ongoing media transformation.  

She has worked in-house for a resort and spa management company; for an international public relations agency specializing in luxury brands; for media outlets such as the Dallas Morning News; and she has authored books on subjects ranging from wine antiques, and classic cocktails to spa cuisine. Her strength is finding a property's unique qualities and maximizing the broadcast of that message to all appropriate media, new and old, digital and print.

In her career, Ms. Harrison has been based in New York, where for eight years she led an agency's media and client contact campaigns, and also in Honolulu, San Francisco, and now Phoenix. She has worked with properties in the U.S., India, Africa, Maldives, Indonesia, Paris, London and Monte Carlo. A particular area of interest is health and well being, and she has studied the spa operations at many of the world's top spas and wellness retreats.

Her interests include content creation and influencer relations. She is also active on social media, tweeting @BabsSH. Her account dates back to 2009 and she has posted over 35,000 tweets.

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

Ms. Harrison can be contacted at +1 602-334-5350 or babs.s.harrison@gmail.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.