Editorial Board   Guest Author

Mr. Horner

Russ Horner

Co-founder, Water Management, Inc.

Passionate about saving water and a longtime advocate for the environment, Russ Horner co-founded Water Management, Inc. (WMI) in 1980. As a water practitioner, Mr. Horner provides hands-on technical assistance and advisory services to domestic and international clients in the areas of water conservation, water demand management, water policy, and best management practices.

He has been responsible for auditing, pricing, designing and implementing many of WMI's thousands of guaranteed savings programs over the past 30 years.

In addition, Mr. Horner has assisted residential, commercial and industrial clients in developing strategies, analyzing and forecasting end use data to determine consumption patterns and forecasts for their specific geographical regions.

Mr. Horner has also trained municipalities in developing capacity in water audits, leak detection, conservation techniques, and best management practices. Mr. Horner often consults with and advises fixture manufacturers regarding new government regulations and technologies.

As President of WMI, Mr. Horner has been active in promoting public-private partnerships in water demand management activities for many years. Mr. Horner is also a Trustee for the AWWA's Standards and Codes Committee focusing on Water Conservation.

Mr. Horner can be contacted at 703-370-9070 or russ_horner@watermgt.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.