Editorial Board   Guest Author

Ms. Cooper

Caroline Cooper

President, Zeal Coaching

Caroline Cooper is a business and leadership coach working with hospitality business leaders and owners to enhance business, personal and team performance and effectiveness, with a strong emphasis on the bottom line results. She founded Zeal Coaching in 2004, and now works with a cross section of hospitality businesses. Ms. Cooper is a published author of the 'Hotel Success Handbook', on practical sales and marketing for small hotels. During her career Ms. Cooper has provided leadership development and consultancy to a broad range of industries, ranging from FTSE 100 corporate clients, charities, local government and small businesses. She now primarily focuses on hospitality businesses, where she has over 25 years' experience, including Learning and Development Director for a global contract catering organization, where she headed a team providing leadership and skills development to all parts of the business. Ms. Cooper works traditionally in one to one and in group sessions and workshops, but more recently has been making better use of the internet in her programs and offers a range of online programs including her Foundations in Leadership online leadership program for hospitality managers, bringing a brand new approach to hospitality leadership development.

Ms. Cooper can be contacted at 4407887540914 or caroline@zealcoaching.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.