Editorial Board   Guest Author

Ms. Papenhoff

Michaela Papenhoff

Managing Director, h2c

Michaela Papenhoff is Managing Director of h2c, a Germany-based company that specializes in hospitality commerce supporting hotel chains and large individual properties increasing success when selling online and offline. Building on 25 years of hospitality experience, Ms. Papenhoff early recognized the initial stage of electronic and Internet distribution and the great potential of global marketing. Prior to founding h2c 10 years ago, Ms. Papenhoff worked as Director of E-Distribution and E-Marketing at a leading European representation company with more than 200 member hotels. She implemented the company's first central reservation system and was accountable for all properties' revenues via electronic channels. Concurrently, she set up a CRS specialist's team which trained all associated hotels, thus providing an on-demand knowledge pool. Ms. Papenhoff has worked in several functions prior to founding her own company including front desk, reservations, sales development and public relations at international hotels chains. Clients benefit from h2c's expert team in the areas of distribution strategy development via international and national channels, implementing effective SEO/SEM strategy, training how to improve processes and technology, market research and business intelligence. In her beginnings with h2c, Ms. Papenhoff also served as PhoCusWright's Inc. Managing Director Europe representing the company in this region, holding speeches during industry events and conducting high quality research. Today, h2c assists PhoCusWright in carrying out market research projects with a core focus on the European and Middle East countries. By completing her International Executive MBA at the Rotterdam School of Management/Erasmus University, Ms. Papenhoff could deepen her skills in marketing, finance, leadership development und change management; her industry insight initially began with a professional hospitality education program.

Ms. Papenhoff can be contacted at 492112398360 or papenhoff@h2c.de

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.