Editorial Board   Guest Author

Mr. Kotrba

Bill Kotrba

VP of Industry Strategy, Leisure, Travel & Hospitality, JDA Software

Bill Kotrba is Vice President of Industry Strategy for the Leisure, Travel and Hospitality practice at JDA Software. In this role he has the opportunity to consult with hotel managers and executives frequently on the subject of pricing and revenue management best practices, systems and techniques. As leader of one of the top RM software providers in the Hospitality space he has constant exposure to industry best practices and the most technologically advanced approaches that are available. Mr. Kotrba is passionate about the hotel business and how it intersects with the art and science of revenue management. As a young person who had stayed in over 1,000 hotels before his 25th birthday, the industry and its commercial management became a subject of fascination. Mr. Kotrba went on to study pricing and revenue management at the Cornell University School of Hotel Administration while earning an MBA degree at Cornell. Mr. Kotrba's career in revenue management has spanned every facet of the discipline and he has “lived” on both the client side as a revenue manager and the vendor side in his current role. After earning his MBA, Mr. Kotrba joined Northwest Airlines where he held a variety of analytical and leadership roles in pricing and revenue management over ten years in the air passenger business. Long-term planning and revenue forecasting, point-of-sale optimization, tactical pricing and yield management, as well as broader marketing functions were added to his resume along the way. In 2007 he was recruited to lead revenue management and network planning for Northwest Cargo, with nearly $1 billion of revenue and 14 dedicated 747 freight aircraft under management. Following the acquisition of Northwest by Delta Air Lines, Mr. Kotrba held the same position for one year as head of revenue management at Delta Cargo. Mr. Kotrba has been an advocate within JDA Software and with hospitality clients for the transition away from traditional revenue management—using static fare classes and inventory controls—to Price Optimization whereby a revenue management system recommends optimal pricing for every stay-night. “In today's hotel environment with instant price transparency via the Internet,” he says, “understanding price elasticity and customer willingness-to-pay are the biggest untapped source of revenue upside and profit improvement for today's hotels.”

Mr. Kotrba can be contacted at 480-308-3000 or bill.kotrba@jda.com

Coming up in January 2019...

Mobile Technology: The Future is Now

Mobile Technology continues to advance at a relentless pace and the hotel industry continues to adapt. Hotel guests have shown a strong preference for mobile self-service - from checking-in/out at a hotel kiosk, to ordering room service, making dinner reservations, booking spa treatments, and managing laundry/dry cleaning services. And they also enjoy the convenience of paying for these services with smart phone mobile payments. In addition, some hotels have adopted a “concierge in your pocket” concept. Through a proprietary hotel app, guests can access useful information such as local entertainment venues, tourist attractions, event calendars, and medical facilities and services. In-room entertainment continues to be a key factor, as guests insist on the capacity to plug in their own mobile devices to customize their entertainment choices. Mobile technology also allows for greater marketing opportunities. For example, many hotels have adopted the use of “push notifications” - sending promotions, discounts and special event messages to guests based on their property location, purchase history, profiles, etc. Near field communication (NFC) technology is also being utilized to support applications such as opening room doors, earning loyalty points, renting a bike, accessing a rental car, and more. Finally, some hotels have adopted more futuristic technology. Robots are in use that have the ability to move between floors to deliver room service requests for all kinds of items - food, beverages, towels, toothbrushes, chargers and snacks. And infrared scanners are being used by housekeeping staff that can detect body heat within a room, alerting staff that the room is occupied and they should come back at a later time. The January Hotel Business Review will report on what some hotels are doing to maximize their opportunities in this exciting mobile technology space.