Editorial Board   

Mr. Suggs

Blake Suggs

Account Director & Integration Specialist, Range Online Media

Blake Suggs joined Range Online Media in 2005, already having completed a successful career in retail management. He transitioned to agency work and quickly began offering his hands-on expertise and strategic insight to clients representing the travel, retail and energy sectors. Mr. Suggs heads up fully-integrated interactive campaigns and specializes in finding new and innovative ways for clients to reach their target markets and increase revenue online. An expert in cross-tactic strategy, he ensures the successful integration of multiple campaign channels, including paid search, SEO, feeds, media and conversion optimization techniques across his client roster. Mr. Suggs currently offers his strategic insight, campaign creation and implementation oversight to clients including Wyndham Hotels and Resorts, Charming Shoppes, Reliant Energy, Wingate by Wyndham, Sears Service Live, Hawthorn Suites and Handango. Mr. Suggs received his B.A. in Advertising from the University of Texas at Austin.

Mr. Suggs can be contacted at 817-509-0348 or blake@rangeonlinemedia.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.