Editorial Board   Guest Author

Ms. Greener

Catherine Greener

Vice President of Sustainability, Xanterra Parks & Resorts

Catherine Greener is Vice President of Sustainability for Xanterra Parks & Resorts. Ms. Greener joined Xanterra in September of 2012 and is responsible for overseeing Xanterra's corporate environmental initiatives. Greener brings more than 25 years of experience in the implementation of sustainability, lean manufacturing, and quality management systems to Xanterra. Ms. Greener has applied her problem-solving skills, experience, and ISO 14000/Six Sigma/ISO 9000 quality management standards to lead sustainability and resource efficiency projects for small and large companies in various industries, ranging from food & beverage processing to the automotive, chemical, semi-conductor, facility automation (robotics), and construction industries. Prior to joining Xanterra, Ms. Greener's experience included VP of Sustainability Consulting at Saatchi & Saatchi S, Team Leader Commercial and Industrial Team, Rocky Mountain Institute and Director of Quality and Customer Focus for ABB Flexible Automation. She is regularly invited to speak on various sustainability topics including strategy, employee engagement and integrating sustainability into marketing messages. Ms. Greener holds a BS in Industrial Engineering from Northwestern University and a MBA from the University of Michigan.

Ms. Greener can be contacted at 303-600-3400 or info@xanterra.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.