Editorial Board   Guest Author

Ms. Merbach

Sherri Merbach

Managing Director, C-Suite Analytics

Sherri Merbach has extensive experience providing organizational development, executive coaching, leadership development, and consulting services. Ms. Merbach is a change agent creating a sustainable bottom-line impact. She brings her high degree of personal effectiveness plus her accumulated skills and experiences to clients. Known for her ability to connect with both CEOs, leaders at all levels, and front-line employees, Ms. Merbach brings three distinct credentials to her clients. Ms. Merbach is a business executive first, having earned her CPA designation while working with a top-5 global accounting firm and subsequently earning her MBA degree. She then made the non-traditional leap from accounting to human resources with the renowned human resources team at Walt Disney World, training executives at the acclaimed Disney Institute and solving complex organizational development issues across Disney's parks and resorts. Career three leveraged Ms. Merbach's business and consulting experiences where she was an executive leader for sales recruiting and training teams at several leading vacation ownership organizations. She delivers results by leveraging her business-driven skills. For her clients, Ms. Merbach has conducted hundreds of management work sessions, retreats, and coaching sessions with an emphasis on improving employee retention and engagement along with strategic planning, performance management, organizational effectiveness, succession planning, team building, and leadership development. She has designed and implemented leadership, customer service, and sales training programs. Ms. Merbach has a Master of Business Administration from the University of Central Florida. She successfully passed the Certified Public Accountant exam. She has Bachelor of Science degrees in Organizational Behavior, Management, and Accounting from Illinois State University in Normal, Illinois.

Please visit http://www.c-suiteanalytics.com for more information.

Ms. Merbach can be contacted at 407-948-0321 or smerbach@c-suiteanalytics.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.