Editorial Board   

Prof. Ferry

Steven Ferry

Chairman, International Institute of Modern Butlers

Steven Ferry was born and raised in England, where he worked in education, hospitality, and private service before moving to the USA to continue in private service—during which time, in 1990, he established the first international butler association, The International Association of Traditional Butlers, and wrote the first modern book for the profession, The British Butler's Bible.

Professor Ferry took a break from service in the mid-90's to focus on his other passions, establishing an award-winning photographic and writing company that produced a wide range of educational, PR, marketing, editorial and fictional products for most major US publishers and many corporations, including authoring 20 books and hundreds of articles. At the turn of the century, he found himself being asked to consult and train, first in the private sector and then in hospitality, based on publication of three books on butling.

At the request of peers, Professor Ferry founded the International Institute of Modern Butlers in 2004 to set and raise standards for the profession. He championed bringing the butler profession into the international community of the 21st Century and bringing the role to life, at a time when it was entrenched in tradition and being an object of interest as opposed to a vital force that could greatly expand service offerings in all service industries, hospitality in particular.

He is author of best-selling texts, including the two-volume 'Serving the Wealthy', and 'Hotel Butlers, The Great Service Differentiators'.

Professor Ferry has helped introduce several innovations and new services to the hospitality industry, including the hotel-butler rating system, the spa butler, and an international black-book database of guests from hell. He currently advocates for the profession, and, together with the Institute staff, trains butlers and other employees in luxury hotels and resorts, private villas and estates, and other service industries around the world, specializing in uniquely effective soft-skill training that builds relationships with guests, as well as bringing fresh and astute perspectives to the challenges of hospitality management.

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

Prof. Ferry can be contacted at +1 813-354-2734 or stevenferry@modernbutlers.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.