Editorial Board   Guest Author

Mr. Collins

John Collins

President, The Extreme Group, Inc.

John S. Collins is the President of The Extreme Group, Inc., a company specializing in creating interactivity. Mr. Collins led The Extreme Group from their humble beginnings in his living room over 20 years ago to serving a world class client list from their three offices. His background in broadcast television game shows helped him to develop the exciting interactive events that the company became known for delivering. With divisions that now encompass live events, video production and interactive mobile technologies, the company is a true innovator. Their client list boasts a virtual who's who of international clients including: The Walt Disney Company, American Airlines, BP, Citigroup, CB Richard Ellis, Gartner, Lowes, PepsiCo, Ritz Carlton, Four Season, United Technologies, Toyota, Proctor & Gamble and Pfizer. While the company has been blessed with financial rewards, Mr. Collins considers their best accomplishment the number of lives that are touched through the company; whether they are customers, vendors or employees. Mr. Collins attended the University of Tampa, where he graduated in the top of his communications class. He continues to reside in the Tampa area, where along with his wife Kristi, is raising their two children Mary Katherine (Katie) and Samuel Lucas. The family has chosen to home educate their children while traveling the world and experiencing different cultures together.

Mr. Collins can be contacted at 813-964-8844 or jcollins@theextremegroup.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.