Creative Lodging Solutions Launches Hotel Partnership Marketing Campaign

. October 14, 2008

SEPTEMBER 26, 2006. Creative Lodging Solutions begins an aggressive push to increase its number of hotel partners across the country.

Carolyn Hundley, formerly the company's VP of Operations will now serve as VP of Business Development. Hundley's primary focus will be to expand Creative Lodging Solutions' hotel partner base. Hundley has been with the company from its inception and has over 17 years experience in the hotel industry. The company has placed business with 5,000 hotels worldwide and is poised to placed over $30 million in lodging over the next year.

Creative Lodging Solutions has also partnered with Elevation Creative Studios, a Lexington, KY based design firm to develop the creative to support the campaign. Marketing includes, insertion in Hotel Motel Management Magazine, direct mail and web-based marketing.

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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.