Editorial Board   

Ms. Pingston

Julie Pingston

President, Event Service Professionals Association (ESPA)

Julie Pingston, CMP, CTA is the current President of the Event Service Professionals Association (ESPA) and is Senior Vice President for the Greater Lansing Convention & Visitors Bureau in Lansing, Michigan. She has been with the GLCVB for 21 years and works in conjunction with the Bureau's President in overall organizational operations.

Ms. Pingston also has direct oversight over convention services, membership, the Greater Lansing Sports Authority, the Certified Tourism Ambassador Program and special events which are coordinated by the organization.

Previously, Ms. Pingston worked in Washington, D.C. for the United States Travel & Tourism Administration within the U.S. Department of Commerce. While there, she assisted in planning international conferences and Board Meetings as well as administering a disaster relief assistance grant program.

Ms. Pingston chaired ESPA's 2014 Annual Conference and is a member of MSAE, MMPI and the Rotary Club of Lansing. She also serves as the President of the Arts Council of Greater Lansing, President of the Rotary Club of Lansing Foundation and Secretary of the Tourism Industry Coalition of Michigan.

Ms. Pingston was Michigan Meetings and Events Magazine's Hall of Fame Inductee/Supplier of the Year (2008), MSAE's Diamond Award Winner (2009), MMPI's Mentor of the Year (2011), ESPA's Member of the Year (2004), ESPA's President's Award Recipient (2009) and ESPA's Executive Excellence Award Recipient (2013).

Please visit http://www.espaonline.org for more information.

Ms. Pingston can be contacted at +1 517-377-1412 or jpingston@lansing.org

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.