Editorial Board   Guest Author

Mr. Dutton

Geoff Dutton

Co-CEO, Kipsu

Geoff Dutton is a serial entrepreneur and Co-CEO of Kipsu, a company devoted to enhancing customer experience through new communication channels. Kipsu, a company he co-founded in 2010, has developed into the market leader in text based engagement solutions for the hospitality market and is today working with many of the hospitality industry leaders to make dramatic improvements in guest satisfaction scores, improve standing amongst social media sites, reduce franchise penalties, drive repeat business and improve market position. Mr. Dutton and his team at Kipsu have developed a proprietary system for anticipating customer engagement opportunities, crafting messaging to engage guests at the “point of pain,” and maintaining guest engagement pre and post the service experience. Mr. Dutton previously co-founded MXAPP, a company focused on mobile marketing in the restaurant industry. Kipsu is based in Minneapolis, Minnesota and is serving hospitality leaders throughout the United States. Mr. Dutton can be contacted at (507) 254-6428 or Geoff@kipsu.com. Mr. Dutton holds a bachelor's degree in Entrepreneurship from the Carlson School of Management at the University of Minnesota.

Mr. Dutton can be contacted at 507-254-6428 or geoff@kipsu.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.