Editorial Board   

Ms. Lutz

Didi Lutz

President, Didi Lutz PR

Didi Lutz is an internationally acclaimed hospitality public relations professional specializing in boutique hotels, luxury travel, destination and tourism communications. Prior to starting her own business in February 2005, Ms. Lutz was the Director of Communications for the Hotel Commonwealth, a 150-room luxury property in Boston. Within the first year of the Hotel Commonwealth's opening, she established the media relationship that led to worldwide recognition for the property as one of Ten Best New Business Hotels by Forbes.com. After starting her own consulting practice in 2005, Ms. Lutz expanded her client list. She worked with the historic Century House, the oldest continuously operating inn on Nantucket, and opened the boutique Hotel Providence in Rhode Island's theatre and entertainment district, along with the property's restaurant. Ms. Lutz has worked on various other destination marketing initiatives, including executing a media relations plan for the Provincetown Office of Tourism in cooperation with a Boston-based public relations agency. Her reputation expanded internationally when she started working with the four-star boutique Hotel Heritage in the charming historic city of Bruges in Belgium, and the Zacosta Villa Hotel in Rhodes, Greece. Ms. Lutz has also worked on lifestyle consumer campaigns including Snip-its, the fastest growing children's salon in the nation, which won a Bellringer Award for Best Consumer campaign by the Publicity Club of New England in 2009. Most recently, she assisted in the media relations campaign for the US launch of the luxurious Hotel Chocolat in Boston's Newbury Street.

Ms. Lutz can be contacted at 561-628-7422 or didi.lutz@gmail.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.