Editorial Board   Guest Author

Ms. Lucas

Sarah Lucas

CEO & Founder, Action for Dolphins

In 2012 Sarah Lucas made a life-altering trip to Japan to volunteer as a monitor of the dolphin hunts in Taiji. This prompted her to create Action for Dolphins (AFD) with the mission of protecting dolphins from the cruelty of dolphin hunting and captivity. Action for Dolphins uses strategic litigation and legislative reform in an effort to protect cetaceans (dolphins and small whales), which do not receive any international legal protection and are killed in their thousands in inhumane hunts. In 2015 AFD took global legal action which resulted in 63 Japanese aquariums being prohibited from purchasing dolphins captured in the world's largest dolphin hunts in Taiji, Japan and this was a major contribution to the growing preservation of dolphins. In 2016, AFD launched a national campaign to abolish dolphin captivity in Australia. The campaign is spearheaded by former NSW Premier the Hon Bob Carr, and aims to introduce new legislation banning dolphin captivity in Australia. The longer-term aim of the campaign is to establish a world-first sea sanctuary in Australia where captive dolphins can be retired and injured dolphins can be rehabilitated. Prior to founding AFD Ms. Lucas worked in the communications department of the International Finance Corporation in Paris and completed a professional fellowship at the United Nations in New York. She graduated with a Master's in International Relations from the University of Cambridge in 2010. In her spare time Sarah is a freelance writer, and has contributed articles to publications such as The Australian. Ms. Lucas is passionate about animal welfare and is involved in several organizations, including Lola ya Bonobo, the world's only bonobo sanctuary in the Democratic Republic of Congo.

Please visit http//:www.afd.org.au for more information.

Ms. Lucas can be contacted at 447475873050 or sarah@afd.org.au

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.