Editorial Board   

Mr. Boles

Jesse Boles

Executive Director of Operations, FreemanGroup

Jesse Boles joined FreemanGroup in 2007, and assumed the role of Executive Director of Operations in November 2008. He is currently responsible for FreemanGroup's training and measurement divisions, heading projects in conjunction with some of the hospitality industry's leading service providers. Mr. Boles has worked with leadership teams to develop brand service cultures at both existing and new properties for Las Vegas casinos and luxury hotels. He has been integral in the set up and execution of brand-specific measurement programs for Wyndham Hotel Group, Hard Rock International, Delaware North Companies, and MGM Resorts International. Mr. Boles has a passion for opening new properties, and has had the privilege of consulting during the openings of Hard Rock Hotel San Diego, MGM Grand Detroit, Aria Resort & Casino, CityCenter, and the historic Mauna Kea Beach Hotel on the Big Island of Hawaii, among others. He has also helped develop and lead customer service training initiatives for existing client properties for Destination Hotels and Resorts, Windsor Court Hotel New Orleans, and The Mirage Resort & Casino. In 2010, Mr. Boles initiated two of the largest and most complex training and measurement projects undertaken by FreemanGroup. In May 2010, FreemanGroup kicked off a nationwide service training initiative for Trinidad and Tobago, a country of 1.4 million people. The ongoing project targets providers in all areas of the tourism industry, including those in the immigrations, customs, taxi, hotel, restaurant, retail, and other sectors. In June 2010, work began on the development and implementation of an airport-wide service initiative at Hartsfield-Jackson Atlanta International Airport, the world's busiest air traffic center. Mr. Boles's profound interest in the ways organizations and groups function has led him to explore a wide array of fields, including behavioral economics, cognitive science, leadership, and motivation. Raised in Wisconsin, he is a product of the University of Wisconsin at Madison and steadfast fan of all things Bucky Badger.

Mr. Boles can be contacted at 972-479-1345 or jboles@freemangroup.org

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.