Editorial Board   Guest Author

Ms. Suckow

Shawna Suckow

Founder & President, Senior Planners Industry Network

Shawna Suckow, CMP, was a meeting and incentive planner for over 20 years. In 2008 she founded SPIN (www.spinplanners.com), an association for planners with 10+ years of experience. The network now has over 2,600 planner members across North America, and recently opened for supplier membership.

Ms. Suckow began studying buyer behavior in earnest in 2009, and speaking to audiences of hospitality salespeople who were frustrated with the shifting marketplace and the influences of technology. Her goal was—and is—to bridge the communication gap between buyers and sellers, to make the whole process less frustrating and more productive for both sides. She has since written two best-sellers, including her newest book: Don't Become Extinct - Join the Sales Evolution. She predicts that the next 10 years will see a massive restructuring of the sales role across all industries, as buyers become more able to circumvent salespeople in favor of technology to make their purchases.

Ms. Suckow has spoken on 5 continents in 15 countries to nearly 100,000 people. She shares her extensive background as a corporate meeting and incentive planner to help salespeople from hotels and other destinations understand—and capitalize on—the ever-evolving buyer landscape.

Honors include being named to the Global Top 100 Women Business & Tech Speakers, Planners' Favorite Speakers lists of 2014 and 2015, and Top 8 Speakers of 2013 (along with James Earl Jones!).

Ms. Suckow can be contacted at 651-470-0066 or shawna@spinplanners.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.