Editorial Board   Guest Author

Ms. Waldvogel

Deborah Waldvogel

Director of Spa Development & Operations, Sedona Resorts

Deborah J. Waldvogel is the Director of Spa Development and Operations for Sedona Resorts. Ms. Waldvogel's responsibilities include financial feasibility studies, concept development, design, as well as managing opening and operations for unique, luxury resort and destination spas with an emphasis on wellness programs. Sedona Resorts is currently involved in the development and management of a Boutique Resort and Spa at Cocoplum, Placencia, Belize as well as Kittitian Hill, a Sustainable Resort Master Planned Community on the island of St. Kitts both of which are focused on healthy lifestyle programming. Ms. Waldvogel played an integral role leading the relaunch of the Spa at Regent Palms, Turks and Caicos which has been recognized as one of the Top Spas in the Caribbean by Conde Nast Traveler Reader's and received the World Travel Award as the World's Leading Spa Resort in 2012. Her most recognized experience in the spa industry came during the first six years of operations at Mii amo, a destination spa at Enchantment. As Director of Operations and an Executive Officer Committee Member, in addition to overseeing daily operations of all key spa departments, she was responsible for program development and coordination and was the resort training facilitator. Mii amo received numerous highly respected accolades including #1 Destination Spa in the World by Travel & Leisure readers. She is recognized as a leader in the spa industry serving as a Board member, Chairman, and currently Past Chairman for the International Spa Association (ISPA) where she has lead several task forces and committees including Nominations and the development of a Spa Operations Manual. During her seven years of Board Service, Ms. Waldvogel had the opportunity to network with Spa Professionals while attending and presenting at industry events in the U.S, Thailand, France, Egypt, and Costa Rica in addition to leading a regional event hosted by ISPA in India. Ms. Waldvogel continues to speak at both domestic and international events on behalf of the association. Before her success in spa, she was a private business owner in the travel industry and has 14 years of experience in curriculum development and teaching. She has served on the Arizona State University Spa Management Advisory Board. She is also committed to continuing her own education and is a LEED Accredited Professional. Ms. Waldvogel holds a B.S. in Biology and Secondary Education from the University of Wisconsin La-Crosse.

Please visit http://www.sedona-resorts.com for more information.

Ms. Waldvogel can be contacted at 928-300-3236 or dwaldvogel@sedona-resorts.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.