Editorial Board   

Ms. Fenard

Elaine Fenard

Partner & Chief Operating Officer, Europe and U.S., Spatality

Elaine Fenard, recognized as a spa industry visionary, Elaine became an integral partner in Spa Strategy in 2006, joining in the Spa Strategy quest to create innovative and profitable spas, Elaine brought to the team more than 25 years experience in spa development and operations with one of the world's largest hotel companies and the leading international spa operations company. As vice president of spa development and operations for Starwood Hotels & Resorts she oversaw spa development and operations for over 750 properties in more than 80 countries. She championed the Starwood Spa Collection, a group of 38 unique spas, in addition to overseeing the development of many successful individual spas under the Starwood umbrella. Elaine and her team designed several innovative concepts for Starwood, profitable templates for hotel owners and developers to follow from start to finish. At Steiner Leisure, Elaine held the position of senior vice president of operations and later directed development and operations for the highly successful Disney Magic and Wonder Vista spas. She also served as senior vice president of operations for Coiffeur Transocean (later acquired by Steiner Leisure), and was instrumental in the conception, development and operation of the first purposeĀ]built spa at sea in the 1980s. Elaine's vision for this project helped demonstrate the capital potential for spas in the cruise business and set the trend for future cruise ship spa construction. As an industry pioneer and recognized expert, Elaine is a frequent speaker at many conferences including the International Hotel Investment Forum (IHIF) in Berlin; International Spa Convention in London; Spa Resort Expo in New York City; New York Spa Symposium; Turning Point Global Spa Industry Conference in the Philippines and is a regular guest speaker at Cornell University. Spa Strategy is one of the world's leading spa consulting and design firms.

Ms. Fenard can be contacted at 303-573-8100 or Elaine@spastategy.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.