Editorial Board   Guest Author

Ms. Lattal

Darnell Lattal

President & CEO, Aubrey Daniels International

Darnell Lattal, as president and chief executive officer of Aubrey Daniels International, is a specialist in the design and implementation of behavior-based business strategies to achieve core initiatives. In partnership with her clients and through her extensive corporate engagements, Ms. Lattal has contributed to organizational redesign and change management, executive coaching, achieving high performance, performance measurement and behavior-based systems design, leadership and teamwork within and across organizational structures, succession planning and implementation, ethical decision-making and creating a solid leadership legacy based on self-awareness and self-management. Ms. Lattal is an internationally known consultant and author of several books including one on reducing stress in Japanese workplaces through the power of positive reinforcement and her most recent US book, A Good Day's Work about establishing conditions to promote ethics at work. She has recently begun to explore the issues related to sustainable business practices to promote both green initiatives and sustain worthy cultural practices at work. A frequent presenter at major association and corporate conferences and active contributor to media on current topics about ethics at work, Ms. Lattal's particular expertise is in the psychology of learning and designing sustainable and rapid change.

Ms. Lattal can be contacted at 678-904-6140 or info@aubreydaniels.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.