Editorial Board   Guest Author

Ms. Eckel

Ashley Eckel

Director of Marketing, Zoove/StarStar

Ashley Eckel is the Director of Marketing for StarStar, responsible for all brand awareness and marketing programs for the mobile company. Prior to StarStar, Ms. Eckel ran marketing for Maxymiser, a global website optimization company, where from 2010 to 2012 experienced over 200% growth in market share and revenue. Previously, Ms. Eckel managed online marketing programs for CLECenter.com, as well as drove all marketing communications programs for online health pioneer, HealthMedia, until their acquisition by Johnson and Johnson in 2008. A career-long b2b content marketer, Ms. Eckel has written dozens of eBooks, newsletters and articles, in addition to leading multiple public relations, email marketing and branding initiatives. Ms. Eckel graduated from the University of Michigan with a dual degree in Marketing and Communications.

Ms. Eckel can be contacted at 877-283-5485 or aeckel@zoove.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.