Editorial Board   Guest Author

Mr. Salapka

Drew Salapka

Vice President of Sales and Revenue Generation, Hotel Equities

Drew Salapka serves as Vice President of Sales and Revenue Generation for Hotel Equities, an Atlanta-based, full-scale hotel management, development and consulting firm. Mr. Salapka's responsibilities include leading the firm's sales and revenue organization which is responsible for setting top line strategy and managing the total inventory for all the firm's hotels. His team analyzes the demand for all markets, evaluates market strengths and weaknesses, and reports key statistics that impact the industry and individual hotels. The team also manages sales processes and directs the ongoing training of all key sales and revenue staff members. Beginning his hospitality career at the age of sixteen, Mr. Salapka worked as a housekeeper at the Residence Inn Alpharetta, GA while still attending high school. After his graduation from college, Mr. Salapka joined Hotel Equities in 1999 as an intern at the Fairfield Inn & Suites Perimeter Center. He moved quickly to the position of Bench Manager, covering various positions at several of the company's hotels. He served as Operations Manager at the Fairfield Inn Midtown Atlanta before his promotion in 2000 to General Manager at the Fairfield Inn & Suites in Macon, Georgia where he served for three years. In 2004, the company promoted Mr. Salapka to manage the TownePlace Suites in Kennesaw, Georgia. Marriott named him the General Manager of the Year for the brand two years later. In 2006, he accepted the challenge and responsibility of part-time Revenue Manager for the company and quickly expanded the work into a full-time position. Mr. Salapka is a graduate of Clemson University with a B.B.A. in Business Management. He and his wife reside in Cumming, GA. Active in his church, he leads a weekly small group study and serves as a Money Wise mentor. His interests include hiking, camping, waterskiing and traveling.

Mr. Salapka can be contacted at 678-578-4444 or dsalapka@hotelequities.com

Coming up in October 2019...

Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.