Editorial Board   Guest Author

Ms. Mitchell

Hayley Mitchell

Social Media & Community Manager, Fairmont Raffles Hotels International

As Social Media and Community Manager for Fairmont Raffles Hotels International, Hayley Mitchell is responsible for the day to day management of online reputation on social networks including online review sites, Facebook, Twitter, Location-based marketing and Fairmont's own community website, Everyonesanoriginal.com. Beyond monitoring, engaging and reporting, she is tasked with the long term social strategy for Fairmont, Raffles and Swissotel brands, which includes social campaign management, understanding social media in new markets and determining where and when these brands should be involved. Before returning to her hometown of Toronto to join FRHI in 2010, Ms. Mitchell worked in Arizona in the travel and luxury publishing industry for 7 years. As Director of Custom Publishing for a boutique magazine firm, Ms. Mitchell was charged with contracting, concepting and creating luxury in-room magazines for hotel brands including JW Marriott, Waldorf-Astoria, KLS Resorts, Sheraton and Hilton. Her skills in content creation, engagement, and communication, paired with her knowledge of luxury and travel transferred nicely from print to web, and from working with hotels to working for them. Ms. Mitchell holds an honors BA in both English Literature and Political Science from the University of Western Ontario in London, Canada.

Ms. Mitchell can be contacted at 416-874-2457 or hayley.mitchell@fairmont.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.