Editorial Board   Guest Author

Mr. Wolf

Stefan Wolf

Senior Vice President Revenue & Distribution Strategy, Onyx Hospitality Group

Stefan Wolf is responsible for total revenue management and global distribution strategies at the Onyx Hospitality Group based in Bangkok. Onyx Hospitality Group operates four diverse yet complementary hotel brands - Saffron, Amari, Shama and OZO - each catering to the distinctive requirements of today's business and leisure travelers. Mr. Wolf started his revenue management career with Marriott in Germany and Korea. Changing from property to a corporate based role he then joined the InterContinental Hotels Group in Beijing supporting the North Asia portfolio of hotels and was part of a global taskforce to develop the revenue management academy training program for the company. At Shangri-La Hotels & Resorts at the corporate office in Hong Kong Mr. Wolf created a revenue management culture introducing a dynamic pricing philosophy and set-up a group-wide negotiation strategy for global corporate accounts. Joining the Jumeirah Group in Dubai he issued guidelines to strategically revenue-manage the Waterpark and Spas and created a critical path for revenue management strategies for hotels in the pre-opening stage. In London Mr. Wolf set-up the revenue management foundation at the corporate office for Rocco Forte Hotels before moving to Bangkok for his current assignment. In line with Onyx vision to be one of Asia's leading hospitality providers by 2018 Wolf works on the requirements to optimize global distribution. He developed a team of revenue management professionals to efficiently implement total revenue management strategies on property level. In addition of being an invited speaker at global distribution, revenue management and pricing conferences Mr. Wolf is passionate about the development of strategies for ancillary revenue streams and about the evolving nature of the revenue management discipline and its impact on profitability and asset value. Since 2014 he has been elected as the President for HSMAI Thailand and is also Chairman of the Board of Directors for HSMAI Asia Pacific.

Mr. Wolf can be contacted at 66-0-2255-3767 or stefan.wolf@onyx-hospitality.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.