Editorial Board   

Mr. Leopold

Gary Leopold

President & CEO, ISM

Gary Leopold is President and Chief Executive Officer of ISM, a Boston-based advertising and marketing firm that specializes in the travel and leisure industries. Among their clients are Four Seasons Hotels and Resorts, American Express, Emirates, Harley-Davidson, Foxwoods Resort Casino, Massachusetts Port Authority (Massport) and Harley-Davidson. Prior to joining ISM, Gary was the corporate director of public relations for Sonesta International Hotels Corporation, overseeing 13 hotels worldwide. Gary is a past president of the Hospitality Sales and Marketing Association International (HSMAI) and currently serves on their Board of Directors as well as on the Board of the HSMAI Foundation. He is the founder of the HSMAI Golden Bell Public Relations Awards and Golden Click Web Awards, and a co-founder of the Annual Travel Awards Night dinner. A noted expert in travel marketing, he has taught and lectured on the subject at Cornell, Boston University, University of New Hampshire and many other colleges and organizations. He's also written articles for Business Travel News, HSMAI Marketing Review, Successful Meetings and other industry publications. Mr. Leopold is also the recipient of the Albert E. Koehl Lifetime Achievement Award in travel advertising from the Hospitality Sales & Marketing Association International (HSMAI), an honor he shares with Michael Eisner and Sir Richard Branson, among others. He is also the current president of the MAGNET global agency network.

Mr. Leopold can be contacted at 617-353-1822 or gleopold@ismboston.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.