Editorial Board   Guest Author

Mr. Murray

Michael Murray

Director of Technology, Lansdowne Resort

Michael Murray was born and raised in the Downeast area of Maine and by age 11 had developed a passion for writing. After graduating from George Stevens Academy in Blue Hill he moved back to Bangor to take classes for Psychology at the University of Maine. While working in one of the few VCR repair shops in the area he found he enjoyed working with electronics and frequently ended up working beyond the original scope of the store.

Mr. Murray soon began working with the first large-chain video retailer to open in the state and took part in their computer-based inventory control. He also became a key player on the task force to open and manage their first location to heavily feature gaming and PC technology, client interaction, and ways to bring in new products.

After moving to the San Francisco Bay area in 1996, Mr. Murray focused his career exclusively in the Audio Visual field before relocating to the Washington DC area in 1998. Recognizing the need to integrate technology into all aspects of the field, he took whatever steps he could with new PC's as they became available to utilize them for back-office operations as well as front of house guest services.

Having been with Lansdowne Resort now for over 12 years in both the Audio Visual and IT fields Mr. Murray has become familiar with the tendency of technology to shift in both slow, subtle ways as well as dramatic, rapid fashion.

In his current position as the Event Technology Manager, Mr. Murray is responsible for both the AV and IT aspects of guests at the Resort. He has been honored by Lansdowne as Manager of the quarter, Employee of the Year, "Best of the Best," and is an active member of the Resort's Green Team.

Please visit http://www.benchmarkmanagement.com for more information.

Mr. Murray can be contacted at +1 703-729-8400 or mmurray@benchmarkmanagement.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.