Editorial Board   Guest Author

Ms. Wells

Dawn Wells

General Manager, Fairfield Inn & Suites Charleston North

Dawn Wells is the General Manager of the 102-room Fairfield Inn & Suites Charleston North in Charleston, South Carolina. The hotel is managed by Hotel Equities, an Atlanta-based, full-scale hotel management, development and consulting firm. Ms. Wells also serves as a Lead General Manager for the firm. She is active in the Charleston Business Council. As General Manager, Ms. Wells holds responsibility for overseeing all financial and management operations of the hotel, including hiring the employees, setting and meeting budget goals and representing the company in the community. Tapped as a Lead General Manager because of her outstanding performance, Ms. Wells provides leadership, direction and results in revenue, profit and quality to the group of properties assigned to her. Instrumental in scouting talent and developing leaders within Hotel Equities, Ms. Wells assists with the firm's Management Development Program (MDP). Recently, she mentored four individuals and helped each one research, execute and evaluate a final project to utilize what they had learned through the MDP and add value to his or her hotel. Ms. Wells started her hospitality career by joining John Q. Hammons Hotels after graduating from Johnson & Wales University. To gain additional experience, Ms. Wells moved with JQH hotels to Concord, North Carolina as Front Office/Reservations Manager at the Embassy Suites Concord-Golf Resort & Spa. The firm promoted her to Sales/Catering Manager where she served for more than a year before returning to Charleston with a promotion to General Manager of the Residence Inn by Marriott in Charleston. Ms. Wells held that post for three years before moving to her current position at the Fairfield Inn & Suites Charleston North. She joined Hotel Equities in 2012 when the firm took over management of her hotel. Ms. Wells holds an Associate Degree in Hotel/Restaurant Management from Johnson & Wales University in Charleston, South Carolina and a Certificate in Hospitality Leadership Development from the School of Business, College of Charleston.

Ms. Wells can be contacted at 866-576-5693 or dawn.wells@marriott.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.