Editorial Board   Guest Author

Mr. Johnson

Brian Johnson

Managing Director, Loews Ventana Canyon Resort

Brian Johnson is the Managing Director of the Loews Ventana Canyon Resort, the 398-room award-winning property nestled in the Santa Catalina Foothills in Tucson, Ariz. His extensive experience in the hotel industry includes serving as general manager of the Loews Portofino Bay Hotel in Orlando, Fla., and various management roles in hotels including the Regent Las Vegas, Scottsdale Princess, Resort at Squaw Creek, Sheraton Grande Torrey Pines and several of the Sheraton Hotels on Harbor Island. Johnson received a Bachelor's Degree in Hotel and Restaurant Administration from the University of Nevada in Las Vegas, and an MBA in Business Administration with an Emphasis in Marketing from National University in San Diego, California. He currently serves as the Arizona representative for the American Hotel and Lodging Association (AHLA), and is a member of the Southern Arizona Leadership Council (SALC). He also is an executive board member of both the Arizona Lodging and Tourism Association (AzLTA) and the Southern Arizona Lodging and Resort Association (SALARA). Amongst his many accolades are Hotel of the Year 2009 and General Manager of the Year 2008 from Loews Hotels and Resorts, Father of the Year from the Tucson Father's Day Council in 2007, and Hotelier of the Year 2006 award from the Arizona Hotel and Lodging Association.

Mr. Johnson can be contacted at 520-529-7900 or bjohnson@loewshotels.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.