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 June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.