Editorial Board   Guest Author

Mr. Croghan

Jim Croghan

Chief Executive Officer, Identity Hospitality

Jim Croghan's hospitality management and spa career spans 22 years. He has a proven success record of resort and spa openings as a spa consultant and trainer, former Spa Director, vendor, writer and conference speaker.

Mr. Croghan's role is all-encompassing: from the initial feasibility and financial stages to the pre-opening stages and support of the ongoing development of each spa project. He is also responsible for ensuring that the highest standards are adhered to and that guest experience exceeds expectations. He works closely with all client head offices, owners, Hotel General Managers and Spa Directors as he develops and maintains key objectives, operating criteria, programming, budgeting, staff relations, marketing and training.

Mr. Croghan is a recognized and sought after speaker at hospitality events, including: University of California, Irvine - Spa & Hospitality Program, Global Spa & Wellness Mentorship Program and International Spa Association (ISPA) contributing best industry practices and tools for the spa industry.

Mr. Croghan is also one of I-Connection Founders, which provides event hosting, philanthropic efforts and continued support to the Spa and Wellness industry.

Identity Hospitality is founded on the guiding principal that success within the spa industry cannot be solely measured by its vision or by its profitability alone. Sustainability today and in the future economic cycles requires strong guidance and direction that Identity Hospitality provides.  Identity has extensive experience in the wellness, spa, fitness industries and retirement facilities, including distinctive design, operation, business analysis, treatment development, product designation and training. Identity has been recognized for capturing authentic and marketable qualities from the local culture, and for delivering distinctive facilities and guest experiences.

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

Mr. Croghan can be contacted at +1 760-916-5882 or jim@identityhospitality.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.