Editorial Board   Guest Author

Ms. Castells

Magalí Castells

Senior Association, HVS London

Magalí Castells is a senior associate at the HVS London office, part of the company's team of more than 300 people located in over 50 offices throughout the world who specialise in all types of hospitality assets including hotels, restaurants, casinos, shared ownership lodging, mixed-use developments, and golf courses, as well as conventions, sports, and entertainment facilities.

HVS associates help investors, operators and developers with any aspect of financing, developing, owning, or operating a hospitality property as well as having divisions specialising in valuations and appraisals, management, executive search, interior design and brokerage and transactions.

Before joining HVS, Ms. Castells gained operational and real estate development experience in Barcelona, Spain. She speaks English, Spanish, Catalan and French and holds an MSc in Hospitality Business from Ecole Hotelière de Lausanne.

Prior to gaining her master's, Ms. Castells graduated with a bachelor's degree in Business Administration from ESADE Business School, Barcelona, with a focus on finance and real estate.

Ms. Castells has worked with HVS for more than two years, in which time she has advised on several hotel valuations and feasibility studies throughout different markets within Europe. She has worked on a number of specialist reports for HVS including the 2019 European Hotel Valuation Index, published in February 2019, which she co-wrote with HVS director Sophie Perret. The report can be downloaded at https://www.hvs.com/article/8460-2019-european-hotel-valuation-index.

Ms. Castells has also published articles on the tourism and hotel market in Budapest, the burgeoning serviced apartment sector in Europe, supply and demand trends in Barcelona and the 2017 European Hotel Transactions report.

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

Ms. Castells can be contacted at +44 02078787701 or mcastells@hvs.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.