Editorial Board   Guest Author

Ms. Beltran

Sandra Beltran

VP of Sales & Marketing, Prohotel International

Sandra Beltran joined Prohotel International in 1998, bringing with her over ten years of experience in the hospitality industry. As Vice President, Ms. Beltran is responsible for the marketing and sales of Prohotel's International clients. She was integral in the concept creation and implementation at luxury boutique properties including La Pleta in Baqueira, Spain and Esencia and Ikal del Mar in Mexico's Riviera Maya.

Ms. Beltran was also charged with the creation of guest recognition and appreciation programs, which to date have increased the repeat guest factor from 50% to 70%. Ms. Beltran's other duties include conducting market research, as well as concept and feasibility studies to market clients to the luxury niche, heading up the public relations department, ensuring all Prohotel properties meet or exceed luxury standards and coordinating with advertising agencies to develop marketing materials.

Using her vast knowledge of internet marketing, Ms. Beltran creates and implements online marketing campaigns and promotions in conjunction with partner websites which have thus far resulted in a 15% increase in annual revenues.

Ms. Beltran is also a principal in a vineyard in Tupongato, Argentina by the name of Ikal1150. Her duties include promotion of the brand and distribution in the United States. Her passion for nature and all things natural has aided her in this venture. The vines are drip irrigated with the snow melt water from the neighboring Andes Mountains and no chemicals or pesticides are used during the bottling. For her, the wine and the hotels go hand in hand as they are both commodities that people can indulge in without the guilt.

Ms. Beltran received her Bachelors Degree in Business Administration from the University of Houston. She is fluent in Spanish and English.

Ms. Beltran can be contacted at 713-528-7862 or sbeltran@prohotels.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.