Editorial Board   Guest Author

Dr. Barsky

Jonathan Barsky

Partner, Market Metrix

Dr. Jonathan Barsky, PhD co-founder and partner of Market Metrix, is a professor of marketing at University of San Francisco's School of Business and Management and an internationally known consultant and lecturer in the area of customer satisfaction. Professor Barsky is the author of two bestselling books, World Class Customer Satisfaction and Finding the Profit in Customer Satisfaction, and has published more than 100 articles on the subject. His current work on customer satisfaction, including his pioneering work on consumer emotions, has won numerous awards and has been incorporated into the curricula of U.S. business schools. In his role as Vice President of Research Dr. Barsky oversees research and development activities at Market Metrix. This includes the development and direction of research aimed at improving current products and generating ideas for new products and services. He also works closely with customers to review and use existing customer insights to aid in innovation. Peer Reviewed Journals - Barsky, Jonathan. Critical Behaviors and Trends of Casino Customers: A New Segmentation model For The North American Gaming Industry, Global Business Development Journal, 2010 - Barsky, Jonathan. The Effectiveness of Casino Loyalty Programs - Their Influence on Satisfaction, Emotional Connections, Loyalty and Price Sensitivity, Global Business Development Journal, 2010 - Barsky, Jonathan. Are TripAdvisor Reviews Bogus? The Reliability of User-Generated Reviews. Cornell Hotel and Restaurant Administration Quarterly. - Are TripAdvisor Reviews Bogus? | The Reliability of User-Generated Reviews from the IABPAD Conference held on July 25-28, 2011 in Honolulu, Hawaii received a “research award” and was published in the IABPAD journal Chapter in text book - Barsky, Jonathan. Hotel Loyalty Programs. International Encyclopedia Of Hospitality Management, 2nd Edition, 2010. Other publications - Barsky, Jonathan. Balance your feedback strategy. Hotel and Motel Management, Advanstar Communications, August 24, 2010 - Barsky, Jonathan. Casino Customer Attitudes and Behaviors. Hotel and Motel Management, Advanstar Communications, June 17, 2010 - Barsky, Jonathan. Las Vegas vs. Macau. Hotel and Motel Management, Advanstar Communications, March 31, 2010 - Barsky, Jonathan. What is more important than location in selecting a hotel? Hotel and Motel Management, Advanstar Communications, January 13, 2010 - Barsky, Jonathan. Can an exciting casino experience change consumers' current gloomy mood? Hotel and Motel Management, Advanstar Communications, November 12, 2009 - Barsky, Jonathan. Handling Online Reviews-Best Practices Hotel and Motel Management, Advanstar Communications, August 20, 2009

Dr. Barsky can be contacted at 415-721-1300 or jbarsky@marketmetrix.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.