Editorial Board   Guest Author

Mr. Ellison

Brett Ellison

General Manager, Kansas City Marriott, Country Club Plaza

Brett Ellison, General Manager of Kansas City Marriott Country Club Plaza, began his career with Marriott International as regional sales manager; moving quickly through multiple leadership roles including director of marketing. Throughout his 18-years as a general manager, Mr. Ellison gained much of his knowledge for the hospitality industry with major brands such as Marriott, Hyatt and Hilton hotels, working his way up to becoming an award-winning general manager in hospitality. Mr. Ellison graduated with honors from the University of South Dakota School of Business and has been recognized as a General Manager of the Year. The Kansas City Marriott Country Club Plaza is an award-winning full service hotel situated in the heart of Kansas City on Country Club Plaza, providing guests access to the best shopping, dining and entertainment the City has to offer. Having went through a design transformation, the Kansas City Marriott Country Club Plaza now features refreshed guest rooms, public areas and event spaces that invoke a contemporary feel reflective of the local community and maintain the Marriott brand appeal, traditions and values.

Please visit http://www.marriott.com/hotels/travel/mcipl-kansas-city-marriott-country-club-plaza for more information.

Mr. Ellison can be contacted at 816-531-3000 or brett.ellison@marriottccplaza.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.