St. Regis Aspen Resort’s General Manager Promoted to Area General Manager, Marriott’s Luxury Mountain Resorts Collection

USA, Aspen, Colorado. June 04, 2019

Heather Steenge-Hart has been promoted by Marriott International to Area General Manager, Luxury Mountain Resorts - Western region. Following significant success in her role as General Manager at The St. Regis Aspen Resort, Heather will now manage The Ritz-Carlton Bachelor Gulch, The Ritz-Carlton Lake Tahoe, The St. Regis Deer Valley, the soon-to-open W Aspen, in addition to her present hotel.

Heather's industry tenure spans over 20 years, beginning in her native homeland of Canada, at The Westin Harbour Castle, Toronto. A promotion to Director of Rooms soon followed, bringing her to the U.S., for The Westin St. Francis in San Francisco. Leadership promotions continued for Heather in the west and across several territories and brands including: The Westin Century Plaza Hotel, The St. Regis Los Angeles/Beverly Hills, The Four Points and Days Inn Portland, and Dual-GM of W Chicago Lakeshore and W Chicago City Center.

In Heather's present role at The St. Regis Aspen and in the history of the resort, she has driven all hotel metrics to their peak levels, achieving highest ADR, RevPAR, RevPAR Index, GOP, EBITDA and F&B Margin. Her hotel has achieved Best in Class for Meeting Planner Satisfaction and substantially improved Guest Satisfaction metrics. Her performance excellence earned her both General Manager of the Year, Western Region and General Manager of the Year, The Americas in 2016.

"We are thrilled to have such a talented leader on our team. Heather brings exceptional luxury insights and expertise in managing premier properties in several of the world's top mountain destinations," said Liam Doyle, Area Vice President, Luxury, Western Region. "Heather has been instrumental this past year, assisting ownership and Marriott's development, design and brand teams for the pre-opening of W Aspen, slated to open its doors Summer-2019 and we look forward to watching her continued success."

An active member of the local Aspen community, Heather serves on the board and Public Relations Committee for Aspen Chamber and Resort Association and The Aspen Junior Hockey Association. Heather graduated from Ryerson University, Toronto, Canada, majoring in Hospitality and Tourism Management, with a minor in Finance.

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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.