Editorial Board   Guest Author

Ms. Dreyfus

Stacy Dreyfus

President, Orchid Resorts & Escapes

With more than 14 years of experience in sales at companies such as Le Parker Meridian, Ian Schrager Hotels, and Hotel Gansevoort, Stacy Dreyfus has been able to build and expand her own company, Orchid Resorts & Escapes, into one of the most respected marketing and sales groups in the World, with a portfolio of properties that reads like a hot list from Conde Nast Traveler. While working for Ian Schrager, she was dedicated to the opening of the stylish Hudson Hotel, and subsequently launched the New York Global Sales Office for Ian Schrager Hotels. Ms. Dreyfus then held the position of Director of Sales & Marketing at Hotel Gansevoort in Manhattan. Ms. Dreyfus founded Orchid Resorts & Escapes in late 2007 as a boutique sales, marketing and partnership agency that based its mission on the ideals of superior customer service and excellent industry relationships. It's her specialty of strategic market positioning and love of connecting her clients with the perfect escape that has kept clients coming back - not to mention her unbelievable portfolio of 22 exquisite properties, that continues to grow. Currently the company is marketing some of the most unique and exclusive resorts and destinations in the world, including Winvian, The Pitcher Inn, Soho House New York, Soho House Berlin, Soho Beach House, Deer Valley Chalet, Tides Beach Club, Tribe Hotel in Nairobi, Villa Feltrinelli in Italy, Caleton Villas in the Dominican Republic and Kauai Island Villas. Ms. Dreyfus holds a B.A. in Travel and Tourism from Clemson University. Ms. Dreyfus is currently a member for Dress for Success, which assists economically disadvantaged women transitioning from unemployment to self-sufficiency by providing clothing, confidence boosts and career development. Orchid Resorts & Escapes are whimsical, refreshing and extraordinary properties and destinations that ultimately create a unique place for a romantic hideaway, a corporate meeting, a special gathering, a refuge, an executive retreat or simply a place to breathe and relax. Our properties are independently owned and operated. Orchid services our clients by providing specific sales strategies and targeted marketing and by creating awareness along with specialized public relations agencies and multiple partners. Through packaging these ideas, visions and relationships together, Orchid's true goal is to produce room nights, buzz and revenue for our clients.

Ms. Dreyfus can be contacted at 646-861-1658 or stacy@orchidworldwide.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.