Editorial Board   Guest Author

Mr. Plattenburg

George Plattenburg

Managing Partner, Burton Energy Group

George Plattenburg is one of three Managing Partners at Burton Energy Group, a consulting firm based in Alpharetta, Georgia. Burton Energy Group provides sustainability and energy efficiency consulting services for many of the world's leading organizations, including 10 Fortune 150 firms as well as several large public companies headquartered in Europe and several of the largest private companies in the US.

Burton's clients typically operate large facility portfolios of hundreds or thousands of locations, and include businesses focused on owning and operating hotels, retail and distribution, manufacturing, financial services, and restaurants.

Mr. Plattenburg has more than 25 years of experience in energy efficiency and sustainability, and has worked for in a variety of leadership roles encompassing operations, engineering, sales and marketing. His experience includes energy engineering, utility demand side management program oversight, and service companies helping businesses take full advantage of their investment in energy and infrastructure.

Mr. Plattenburg has a passion for working with clients to help them drive utility usage out of their businesses to reduce their environmental impact and improve their bottom lines. His clients rely on him to design, develop, and implement comprehensive programs to reduce the consumption and cost of utilities including electricity, natural gas, and water, and to help them understand and lower their carbon footprints. These client programs include demand side reduction improvements, energy risk and supply management, and analysis and business insights based on utility consumption information.

Mr. Plattenburg has a BS in Mechanical Engineering from Duke University and an MBA from Washington University in St. Louis, and is a registered Professional Engineer.

Please visit http://www.burtonenergygroup.com for more information.

Mr. Plattenburg can be contacted at 678-829-4018 or gplattenburg@burtonenergygroup.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.