Editorial Board   Guest Author

Mr. Allison

David Allison

Consumer Behavior Specialist, Valuegraphics

Consumer behavior specialist and Valuegraphics pioneer David Allison spent his career thinking about how to influence audiences for clients around the world in a variety of sectors.

Mr. Allison manages a boutique global advisory practice that eliminates the guesswork from strategic planning with statistically accurate third-party verification of who your target audience is, and how they will behave. His book about Valuegraphics, WE ARE ALL THE SAME AGE NOW, was published in 2018 and topped the global marketing and consumer behavior best-seller lists within 24 hours of its release.

Douglas Coupland says "Mr. Allison can see the patterns in the noise and tell us what the real signal is." Dorian Carroll, the VP of Mobile Shopping for Amazon says "Mr. Allison knows how to understand, reach and motivate target audiences more effectively and efficiently." Inc Magazine named his book one of the top ten Leadership Books of the year.

Dr. Piers Steel, the author of The Procrastination Equation, professor of Organizational Behavior and Human Resources at the University of Calgary and distinguished research chair at the Canadian Center for Advanced Leadership in Business, noted that "Social Media Giants and foreign powers seeking to manipulate election results know what drives choices and behavior- human values. Mr. Allison digs into this value fountainhead and makes its inner workings into a useful tool."

Mr. Allison provides research and advisory services on consumer behavior to companies around the world. His speaking engagements are managed by the Global Speakers Agency and the National Speakers Bureau.

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

Mr. Allison can be contacted at +1 604-786-0152 or david@valuegraphics.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.