Editorial Board   Guest Author

Mr. Birmele

Henri Birmele

Managing Director, Hotel Shangrila Santa Monica

Henri Birmele, Managing Director, Hotel Shangrila, Santa Monica, CA has more than 25 years experience in every aspect of the hospitality industry. During his long career, he has worked in a variety of key positions all the while growing his knowledge and skills. He has moved through such assignments as a Director of Operations, Director of Food and Beverage, Hotel Manager, Vice President of Hospitality, General Manager to his current position as Managing Director. Before coming to Hotel Shangrila in 2010, Mr. Birmele's high profile career included executive positions at Shutters on the Beach, Santa Monica, CA.; Sheraton Universal, Universal City, CA.; Viceroy Hotel, Santa Monica, CA.; St. Regis, Washington, DC and Los Angeles, CA; and Turnberry Isle Resort and Spa, Miami, Fl. 
 A graduate of the prestigious Hotel School Lausanne in Switzerland, Mr. Birmele also has a degree in Global Business from the Benedict Business School in Zurich. During his career, he has had oversight for opening three new hotel properties as well as three hotel renovations. In his executive roles and within the industry, he is known for his project planning and management skills; human resources, team-building, staff retention and motivational skills; and cost cutting and profit building initiatives. A visible, hands-on manager, he is a staunch advocate for building strong relationships with all key constituent groups—everyone from guests, staff, owners/partners to community leaders, civic officials and vendors. His real-world approach to problem solving and his wealth of experience has allowed him to meet the challenges in the fast-paced and ever-changing hotel and hospitality industry.

Mr. Birmele can be contacted at 310-394-2791 or henri@shangrila-hotel.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.