Editorial Board   Guest Author

Mr. Bernier St-Hilaire

Bruno Bernier St-Hilaire

Concierge, Le Centre Sheraton, Montreal

Bruno Bernier St-Hilaire is Concierge, and a Member of Les Clefs d'Or Canada at Le Centre Sheraton, Montreal. Mr. Bernier St-Hilaire studied Law and Politics at the Universite de Montreal in Canada and is completing a Master Certificate in Hospitality Management with the Cornell University School of Hotel Administration. A Concierge with close to 10 years of experience, Mr. Bernier St-Hilaire started his carreer at the Fairmont Tremblant, in the province of Quebec. Shortly after, he was selected to be part of the Concierge team at Le St-James in Montreal, one of the most prestigious hotel property in Canada, where he has learned his trade. He has since been a Concierge at Le Centre Sheraton Montreal for the past 4 years, during which he was selected for Starwood's Associates Development Program (ADP) and assisted several departments, both Front of the House and Back of the House. This combined experience gives Mr. Bernier St-Hilaire a comprehensive knowledge of the importance of inter-departmental work cooperation and the impact it can have on the client experience. A member of the Canadian chapter of Les Clefs d'Or, Mr. Bernier St-Hilaire is involved in his hotel's Social Media Comittee, both as a writer for the hotel's Social Media Presence and as a collaborator within the local group. He was featured in an article in the Montreal Scope Magazine and has most recently contributed to a television show on the Hotel Industry.

Mr. Bernier St-Hilaire can be contacted at 514-878-2000 or bruno.bernier-st-hilaire@starwoodhotels.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.