Editorial Board   

Ms. Ross

Lisa Ross

President & Partner, rbb Communications

Lisa Ross is president and co-founder of rbb Communications, a marketing communications agency ranked among the nation's top 50 firms, headquartered in Miami, Florida with offices in Fort Lauderdale, Los Angeles and the New York area. She also serves as managing partner of Spiderboost Communications, a digital marketing agency within rbb's family of brands.

An experienced marketer, Ms. Ross' career spans over 25 years developing breakout brands. She oversees new client relationships for rbb as well as the firm's Travel and Digital Practices.

Ms. Ross has counseled numerous hospitality and lifestyle companies including Apple Leisure Group, AMResorts, Hilton, Norwegian Cruise Line, United Airlines, Virgin Voyages and Zumba Fitness, among others, to tap award-winning breakout strategies to innovate, communicate with soul and build emotional connections with customers. Ms. Ross inspires companies with insights to create customer passion that leads to increased sales and market share.

rbb has won every major communications award and was named "Agency of the Year" four times over the past decade. In 2017, Ms. Ross was named one of HSMAI's Top 25 Minds in Hospitality Sales & Marketing. Her creativity and entrepreneurialism has gained her recognition in Who's Who in Communications; Enterprising Women's Top 100 Female Executives and the Business Journal's Most Influential Business Women.

Currently, Ms. Ross serves as a member of HSMAI's Marketing Advisory Council and a Platinum judge of the Adrian Awards as well as judging several leading PR awards programs. She is the America's Co-Chair of PROI, the largest global partnership of independent communications agencies, a member of the Women Presidents' Organization (WPO); and serves the Strategic Forum as a board member and former chair. She also is a past board member of Big Brothers Big Sisters of Miami.

Ms. Ross graduated from New York University with a bachelor's degree in English Literature. She has attended Columbia University's Executive Education Leadership Program and has completed several management courses.


Please visit http://rbbcommunications.com for more information.

Ms. Ross can be contacted at +1 305-448-7457 or lisa.ross@rbbcommunications.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.