Editorial Board   Guest Author

Mr. Mitchell

Kjell Mitchell

President & Chief Executive Officer, Glenwood Hot Springs

For 37 years, Kjell Mitchell, Glenwood Hot Springs president and chief executive officer has been putting into practice the resort's mission: to help people feel better. Serving in a variety of capacities, initially as a bellman and front office supervisor in the 1970s, Mr. Mitchell got his start in the hospitality industry early and worked his way into positions of leadership. In 1989, he was appointed general manager, and later chief operating officer. Under his leadership, the organization has grown four successful business operations, including the world-famous Glenwood Hot Springs Pool, the award-winning Spa of the Rockies, the Glenwood Hot Springs Athletic Club with over 1,000 members and the Glenwood Hot Springs Lodge, which recently underwent a comprehensive renovation. In addition to his duties at Glenwood Hot Springs, Mr. Mitchell served on the Colorado Hotel and Lodging Association Board of Directors for 16 years and helped create the current pro-tourism climate in Colorado. In 2010, Mr. Mitchell was named Hotelier of the Year by the Colorado Hotel and Lodging Association for his role in raising money for the Legislative Readiness Fund, which was established to support issues and policies that promote a pro-business environment at the state and national levels. Under Mr. Mitchell's leadership, Glenwood Hot Springs is able to support many worthy charitable organizations. Notable contributions have included funding for the heart and vascular center at the regional hospital, the construction of a whitewater park, and annual scholarships for college-bound students. The Glenwood Hot Springs actively underwrites countless community events and organizations. Glenwood Hot Springs has also made massive strides in energy conservation during Mr. Mitchell's tenure. In addition to using water from the thermal springs to heat the lodge and other buildings, the resort has significantly reduced its carbon footprint by implementing energy saving technology and is considered a model for green energy practices.

Please visit http://www.hotspringspool.com for more information.

Mr. Mitchell can be contacted at 970-947-2955 or kmitchell@hotspringspool.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.