Education

HSMAI’s ROC 2019 will prepare attendees to take the lead in revenue strategy. The educational sessions are focused on elevating leadership and business acumen, anticipating and responding to headwinds, aligning sales, marketing, and revenue optimization efforts, adapting to the changing landscape of hospitality technology, and driving profit throughout the customer journey.

Wednesday, June 19, 2019

The Future of Revenue Management

Dave Roberts, Professor, Virginia Tech, and former SVP, Revenue Strategy and Solutions, Marriott International

Awards Celebration
The awards celebration in the morning will shine the spotlight on the incredible talent and accomplishments of revenue optimization leaders.

  • Vanguard Award honoree for Lifetime Achievement in Revenue Optimization: Randy Smith, Chairman & Co-Founder, STR
  • Revenue Optimization Professionals of the Year, co-presented by HSMAI and Rainmaker: Sarah Kalin Churchill, CRME, CHDM, Director of Revenue Strategy, Pasea Hotel & Spa and Ko’a Kea Hotel & Resort (Single/Multi-Unit Honoree) and Nicole Young, Senior Corporate Director of Global Revenue Management for Rosewood Hotel Group (Corporate Honoree)

The Lightning Round

It’s a ROC tradition: revenue executives will share their best practices, strategic insights, and big ideas for driving revenue and profit…in 6 minutes and 40 seconds each.

You’ll leave with best practices and practical takeaways that you can use to sharpen your every-day skills and boost property performance, and strategic insights that broaden your perspective and help you better understand key issues and concepts that impact the strategic and leadership aspects of the revenue optimization discipline.

  • Playbook to Happy Owners | Sunny Brewer, CRME, Senior Director, Ashford Inc.
  • Above and Beyond – Driving the Revenue Management Culture Past Rooms | Michael Lau, CRME, CHBA, Regional Director of Revenue Management, Accor
  • Keep Their Hands Out of Your Cookie Jar | Roy Madhok, VP of Revenue Management, Real Hospitality Group
  • Revenue Management: The Good, The Bad, & the Ugly | Paul Murray, Vice President Hospitality Practice, Revenue Analytics
  • TBA! | Sharon Paine, VP, Revenue Management, IHG
  • The Biggest Threat to Digital Marketing and Distribution This Year | Tim Peter, President, Tim Peter & Associates

Building Your Leadership Muscles (or, How to Transform Fear Into Your Secret Weapon)

Judi Holler, keynote speaker, author, and professionally trained improviser and alumni of The Second City’s Conservatory

Judi studied and performed improv theatre at night while working full time by day in the meetings industry in sales and marketing for companies like Marriott, Omni, and Starwood Hotels before starting her company, HOLLA! Productions, in 2013. She is a past president of Meeting Professionals International, Chicago Area Chapter, and was named one of the 40 under 40 in the meetings industry by Connect magazine in 2015.

Her actionable and action-packed talk will help you get comfortable being uncomfortable so you can be a more powerful and profitable leader in your role today, and be better equipped to grow into the type of leader the industry needs for tomorrow.

Wednesday, June 19

Tuesday, June 18 | 12:304:30 pm

CRME Review Course

As revenue optimization in the hospitality industry continues to grow as an art and a science, you can confirm and demonstrate your knowledge, experience, and capabilities by earning HSMAI’s Certified Revenue Management Executive (CRME) certification.

Back by popular demand, this face-to-face course is for candidates pursuing the CRME. The course reviews the key concepts covered in the certification study guide. It’s a great final “cram session” before the certification exam. Participants have the opportunity to take the CRME exam on site immediately following the review course if they have submitted their application in advance.

Space is limited, and an additional registration fee is required.

Learn more about this course — and how to be approved to take the exam on site.

Reserve your seat when you register for ROC.

If you are not attending ROC, you may register for this program on its own.

Facilitated by Dr. Warren Jahn, CRME, Head, Global Operations Training, Americas Learning Delivery, IHG, and past chair of HSMAI’s Revenue Management Advisory Board

Sponsored by IDeaS Revenue Solutions

CHDM Review Course

This four-hour workshop will review the key components of the Certified Hospitality Digital Marketer (CHDM) certification materials, and is a great final “cram session” before you take the exam. Participants have the opportunity to take the CHDM exam on site immediately following the review course if they have submitted their application in advance.

Space is limited, and an additional registration fee is required.

Learn more about this course — and how to be approved to take the exam on site.

Reserve your seat when you register for ROC.

If you are not attending ROC, you may register for this program on its own.

Facilitated by Holly Zoba, CHDM, VP, Technology Resources, Hospitality Digital Marketing, and past chair of HSMAI’s Marketing Advisory Board

Tuesday, June 18 | 1:30–4:30 pm

These workshops are included in your ROC registration and will take place on Tuesday, June 18, 2019, from 1:30-4:30 pm. Each session is designed and sponsored by the designated partner company. Reserve your seat via the ROC registration form.

1:30 – 2:20 pm

  • Capitalize on the Full Travel Planning Journey to Increase the Direct Channel | Brought to you by HEBS Digital: Travel planning. We all know from experience that a lot goes into planning the perfect vacation, and with so many devices and planning resources, the journey is complex. According to Google, in just a little over a 60-day booking window, the average person encounters over 38,983 digital micro-moments and interactions. Making matters worse for hoteliers, how are hoteliers supposed to reach qualified users on slim marketing dollars? In this workshop, HEBS Digital and Sojern will provide strategies for reaching potential guests throughout the entire travel planning journey, and how to address key digital micro-moments in each phase to shape and influence the booking decision.
  • The “Back to Basics” Retro-lution | Brought to you by Knowland: While there are many benefits from automation in group sales, an over-reliance on technology to ‘feed’ inbound leads has turned many group sales and marketing professionals in hospitality into “order-takers.” With this reactive and transactional sales approach comes new operational risk. Relying solely on inbound channels to develop a sales strategy and build pipeline has caused acquisition costs to increase, a lack of control in forecasting revenue, and a loss of relationship with the customer. Empowering teams to sell smarter, which is a “back to basics” approach to marketing and selling, will return the steering wheel to revenue leaders to better forecast outcomes, control costs and ultimately forge better, long-term relationships with the customer.
  • Deconstructing Voice Search: How to get your hotel to talk to Google & Alexa | Brought to you by Milestone: Voice is the next major shift in computing. Over 20% of search already happens through voice, and comScore predicts that more than 50% will be voice-based by 2020. Voice-based devices are everywhere and consumers are asking all kinds of questions. How does this impact the modern hotelier? How do you ensure that your voice will be heard when consumers ask questions about your property, your location, the things to do near your hotel? Join us to learn more about the present and future of voice search and the strategies you can use to stay in front during the coming shift in computing.

2:30 – 3:20 pm

  • Bridging RM & Website Strategies to Address Price vs. Customer Segmentation | Brought to you by HEBS Digital: Pricing a hotel is rooted in data, but having the right offers present on a hotel website can mean a direct booking, or an abandoned one. Without the right revenue management strategies and tools to synthesize data, hoteliers have difficulty pricing the hotel and creating the right offers. In this workshop, HEBS Digital will help hoteliers understand how to best optimize their website, and generate more direct bookings through their website by showing the right special offers for their target customer segments.
  • The “Back to Basics” Retro-lution | Brought to you by Knowland: While there are many benefits from automation in group sales, an over-reliance on technology to ‘feed’ inbound leads has turned many group sales and marketing professionals in hospitality into “order-takers.” With this reactive and transactional sales approach comes new operational risk. Relying solely on inbound channels to develop a sales strategy and build pipeline has caused acquisition costs to increase, a lack of control in forecasting revenue, and a loss of relationship with the customer. Empowering teams to sell smarter, which is a “back to basics” approach to marketing and selling, will return the steering wheel to revenue leaders to better forecast outcomes, control costs and ultimately forge better, long-term relationships with the customer.
  • Digital Marketing Technology: What does the future of content creation & distribution look like? | Brought to you by Milestone: Crafting a cohesive, well-tailored and effective message is hard enough, but how do you ensure that you leverage it to its maximum potential? How do you use it in social channels, on your website, in local search, even in mobile channels like SMS? What does tools and strategies can the modern hotelier leverage to create a unified omnichannel messaging strategy? Join Milestone as we discuss how to effectively monetize your messaging and value propositions across multiple channels.

3:30 – 4:20 pm

  • Your Website through Your Customer’s Eyes – Can The Power of Technology Really Make Them Book? | Brought to you by HEBS Digital: As people interact with your hotel website at different phases of the travel planning journey, how do you address all of the different customer personas and capitalize on their intent? Further, hoteliers have access to a plethora of data, but how can they unlock the power of data to make strategic changes to their hotel website? In this workshop, HEBS Digital will walk hoteliers through the different website components that help to make up a revenue-driving site, and provide insight into how layering in personalization and data can contribute to direct bookings. Hoteliers will walk away from this workshop with a clear understanding of what technology to invest in when reviewing their most valuable digital website – their website.
  • The “Back to Basics” Retro-lution | Brought to you by Knowland: While there are many benefits from automation in group sales, an over-reliance on technology to ‘feed’ inbound leads has turned many group sales and marketing professionals in hospitality into “order-takers.” With this reactive and transactional sales approach comes new operational risk. Relying solely on inbound channels to develop a sales strategy and build pipeline has caused acquisition costs to increase, a lack of control in forecasting revenue, and a loss of relationship with the customer. Empowering teams to sell smarter, which is a “back to basics” approach to marketing and selling, will return the steering wheel to revenue leaders to better forecast outcomes, control costs and ultimately forge better, long-term relationships with the customer.
  • Impact of Technology on your Website: Next generation website technologies for 2109 and beyond | Brought to you by Milestone: What are the next big shifts in website technology? How does voice-search impact how you build your website? How will your website content be impacted by these new technologies? And how do you ensure that all the new technologies that are becoming critical keep you in check with compliance issues like ADA and GDPR? Join Milestone as we discuss the shifts in website technology that we see in 2019 – and beyond – and how they will fit into the larger ecosystem of your modern website.

Alternative Accommodations: Can they simultaneously be competitors, partners, channels, and a blueprint for hotels?

  • Heather Richer, CMO, RedAwning, and member of HSMAI’s Revenue Optimization Advisory Board

The “experience economy” and the growing popularity of alternative accommodations shows no sign of slowing, and is contributing to the complexity of revenue optimization for hotels.

For years the alternative accommodations industry mostly existed as a separate space from traditional lodging operators. Today the lines are blurring…and there are important implications for revenue optimization technology, practices, and measures.

Attend this session to learn about what is happening in the space, and to understand what hoteliers can learn from it.

Yielding Function Space: True Stories from the Field

  • Yira Segarra, Senior Director, Group & Event Revenue Optimization, Loews Hotels & Co, and 2017 HSMAI Revenue Managament Professional of the Year
  • Kate Keisling, Sr. Product Manager, IDeaS

How can Function Space – which has tremendous value and opportunity for revenue growth, and is an important area for innovation in the industry – get the revenue management love it deserves? Despite the potential upside, in the face of complexities not found in managing guestrooms, optimizing function space takes a special appetite to invest time, attention, and resources.

This session will arm you with tools and insights to make the case for Function Space Revenue Management to owners, GMs, and other key stakeholders. You’ll leave prepared to lead the way in your company with key KPIs and benchmarks, real-life case studies of best-in-class function space optimization, and other tools to develop effective function space strategies.

Think Differently About Revenue: Building a Better Room Merchandising Plan

  • Julie Abou Nohra, Regional Vice President of Revenue Management, The Americas Mandarin Oriental Hotel Group, and member of HSMAI’s Revenue Optimization Advisory Board
  • Dan Skodol, Vice President, Revenue Analytics, Rainmaker

Many times our revenue software or analytics optimize to one best available rate. What then happens to the other various room types and configurations?

In this session we will cover the potential benefits of dynamically yielding prices at a granular, room type level. We will highlight best practices, discuss best possible approaches, and help shed light on how to quantify the additional opportunity that can be achieved through this practice. Fixed modifiers may no longer be the solution for your room merchandising plan, so we’ll help property-based revenue analysts and managers develop some data driven methods for pricing all room type levels.

Elevate Your Owner Acumen

  • Moderated by Chris Nixon, CRME, CHDM, VP Revenue Optimization, Ashford Inc.
  • Sarah Bartlett, SVP Revenue & Distribution, hotelAVE
  • Erich Jankowski, Vice President, Revenue Management, Host Hotels & Resorts
  • Lori Kiel, Chief Revenue and Marketing Officer, Kessler Collection

Understanding ownership’s point of view is critical to help revenue professionals manage expectations, ensure alignment, and optimize asset performance.

This roundtable session will put you into the heads of owners by providing exclusive access to the leaders of Revenue at some of the largest ownership groups. You will have the opportunity in a small group setting to ask critical questions like: What is important to owners when it comes to revenue optimization and asset performance? How do you value the revenue optimization discipline and revenue professionals? And more!

You’ll leave with valuable insights, an expanded network, and advice to cultivate healthy and productive partnerships with owners and asset managers.

Personal Development & Personal Branding: Keys to Career Progression

  • Dave Roberts, Professor, Virginia Tech, and former SVP Revenue Strategy and Solutions, Marriott International

To develop as a leader in the hospitality industry, you must have a commitment to personal development, with objectives that are documented, prioritized, and planned. To win, organizations must drive this mindset as well.

Everyone has a Personal Brand; understanding and developing yours is a key to success. What do people say about you when you’re not around? Everything you say and do can impact your brand.

Attend this session to learn how to plan for personal development and drive your personal brand.

Power BI Tutorial: Using analytics and visualization to help make better decisions

This hands-on workshop session will walk through some introductory analytics and visualization with Microsoft’s Power BI. Attendees are encouraged to bring their own laptops as we work through a series of exercises during the session. We will use two data sets during the exercise – daily performance measures and daily market level rate shops.

How to Tell a Great Data Story

  • Veronica Andrews, CRME, Director, Digital Data Solutions, STR, and member of HSMAI’s Revenue Optimization Advisory Board

It’s easy to get stuck in analysis paralysis when preparing for a big presentation to executives or external stakeholders. This session will discuss how to distill vast amounts of data down into actionable insights for your audience. In this session, we’ll discuss data visualizing and storytelling techniques to help you tell a compelling data story. You’ll leave better prepared to:

  • pick valuable and actionable data points
  • leverage effective data visualization techniques
  • communicate data in an interesting way

Hotel Data Science Boot Camp for Revenue Professionals

Learn the fundamental skills of working with data sets as a hotel revenue professional. In this session, we will walk you through the key data segments and techniques hoteliers can use to make smarter business decisions and apply actual intelligence to revenue and marketing programs. Deepen machine learning skills and gain best practices for data cleaning, modeling, clustering, and more, including hotel systems, combinations, and recipes for success when you slice, dice, and segment. Walk away with a data science tool kit and game plan to implement at your hotel.

Mind the Gap: Closing the Divide Between Revenue Optimization & Digital Marketing

  • Dan Wacksman, CHDM, Principal, Sassato, and Chair of HSMAI’s Marketing Advisory Board

Is there misalignment, friction, or tension between your revenue and digital teams? Is so, know that this condition is afflicting hotels and hotel companies of all sizes.

If you can bridge that divide, the results will be an integrated, agile, cross-discipline team collaboratively creating comprehensive strategies that drive direct bookings and maximize profitability.

This session will help you get there – addressing the issues that often create the divide, and identifying actionable best practices and strategies that can effectively and efficiently close the gap.

The Outlook: The Economic & Geopolitical Risks and Opportunities Ahead

Hoteliers and business leaders must navigate unprecedented challenges in increasingly uncertain times. We are in the midst of the longest expansionary period in U.S. history, but fears surrounding tariffs and trade wars are creating waves of uncertainty and trepidation. Understanding how consumers and businesses are responding will help you make smarter, more confident decisions.

Dr. Shawn DuBravac will help you decipher the near-term economic and geopolitical forces that will define the year ahead. You’ll gain an understanding of how future events may impact the business environment and what long-term structural forces are quietly influencing our world.

What Revenue Management Leadership looks like for Focused Service Hotels

  • Moderator: Vivek Bhogaraju, Director, Revenue Management Solutions, Expedia Group and member of HSMAI’s Revenue Optimization Advisory Board
  • Tom Buoy, CRME, EVP Pricing and Revenue Optimization, Extended Stay America
  • Monte Gardiner, Managing Director, Revenue Management Services, Best Western Hotels & Resorts
  • Lara Stabell-Gibb, CRME, Corporate Director of Revenue Management, OTO Development

Whether you call it select service, limited service, or focused service, all of us can agree that – with shifts in technology, mobile-first booking, design, competition, and renewed investments – this fast-growing segment has changed a lot in the last few years.

When it comes to revenue optimization for focused service hotels, revenue leaders are under increasing pressure to leverage technology and data to efficiently drive revenue performance.

In short presentations, and conversation with leading executives in the focused service segment, this session will explore critical questions, including:

  • What differentiates revenue management practices in focused service hotels from that of full-service hotels?
  • What metrics and KPIs are essential?
  • With many competing priorities, where are technology and human capital best leveraged to drive revenue performance?
  • What are the unique challenges facing this segment, and how are they being solved?
  • What are best practices for designing and leading revenue management organizations in the segment?

The Revenue Managers’ Guide to Asset Value and Profitability

This session will review the factors that revenue professionals can apply to address asset managers’ interest in growing asset value. We’ll answer key questions including:

  • Why doesn’t a market’s growth in RevPAR mean that it is also growing in asset value or profitability?
  • What metrics inform asset value?
  • What are the top markets in growing Guest Paid Revenue and Profit Contribution?
  • What are the top markets by growing Guest-Paid RevPAR and COPE % or COPE RevPAR?
  • What channels should be monitored to indicate COPE % growth?
  • How can market identification and understanding of profitability benefit from these metrics?