Editorial Board   Guest Author

Ms. Apke

Marie Apke

Chief Operating Officer, Bensinger, DuPont & Associates

Marie Apke is Chief Operating Officer of Bensinger, DuPont & Associates (BDA), a leading EAP that promotes healthy outcomes for the workplace, employees, individuals and their families. Ms. Apke is a NAADAC Certified Substance Abuse Professional (SAP), Licensed Clinical Professional Counselor (LCPC), a Certified Employee Assistance Program Professional (CEAP), an International Certified Compulsive Gambling Counselor (ICCGC), a Certified Compulsive Gambling Counselor (CCGC), and a Certified Problem and Compulsive Gambling Counselor (PCGC) with extensive training in the diagnosis, referral and treatment of addictive illness, including those of alcohol/drugs and problem and compulsive gambling. She has extensive experience in establishing and implementing EAP policies and programs. Ms. Apke has developed a network of both Associate and provider staff on a nationwide basis and is responsible for monitoring and evaluating the quality of care for assessment, referral and treatment. She believes the possibility of change and the potential that EAP has in influencing change. BDA is one of the ten largest EAPs in the nation, serving approximately 10 million lives. The firm's diverse offerings, flexibility, and case management approach ensure an individualized experience for its customers. To view Stressed at Work: What We Can Learn From EAP Utilization please visit: http://www.bensingerdupont.com/images/contentfiles/BDA_White_Paper_2013.pdf.

Ms. Apke can be contacted at 312-726-8620 or marie.apke@bensingerdupont.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.