Editorial Board   Guest Author

Ms. Fields

Brenda Fields

Founder, Fields & Company

Brenda Fields is an industry leader, named by HSMAI (Hospitality Sales & Marketing Association International) as a "Top 25 Extraordinary Mind in Sales & Marketing" and is a member of the exclusive International Society of Hospitality Consultants (ISHC), a by-invitation only, 200-member professional society. 

Ms. Fields served in senior marketing positions before establishing her successful consulting practice. She was Vice President of Marketing for Harry Macklowe, real estate developer, for his hotel and 100,000 square foot conference center, which was the first in New York City. Working with Ian Schrager, she was successful in devising and executing a plan to launch a 640-room boutique hotel. When starting her consulting practice, Ian Schrager was one of her first clients.

Ms. Fields's clients comprise a wide range of hotels, resorts, and hotel companies around the world, including five-star, luxury boutique properties, 2,000 room hotels and conference centers, as well as some of the largest real estate development companies in the U.S.

At the onset of her career, Ms. Fields joined the then, hospitality industry visionary, family-owned, Dunfey Hotels at the renowned Ambassador East in Chicago, IL and moved up the ladder quickly. The systems Dunfey Hotels had pioneered provided a basis on which any problem can be resolved regardless of market conditions or product type.

Ms. Fields is passionate about applying fresh thinking to every project and her experience has proven that there is no challenge, great or small, without a cost-effective solution.

Please visit http://www.fieldsandcompany.net for more information.

Ms. Fields can be contacted at +1 518-789-0117 or brenda@fieldsandcompany.net

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.