Editorial Board   

Mr. Hurn

Christopher G. Hurn

President & CEO, Mercantile Commercial Capital LLC

Christopher G. Hurn is the President and Chief Executive Officer of Mercantile Commercial Capital LLC and actively participates in, among other things, the business development, underwriting and marketing functions of MCC. The company was expressly created to focus exclusively on providing 90 percent loan-to-cost financing for small to mid-sized business owners to purchase or construct commercial real estate. With this type of lending, business owners can obtain the highest cash-on-cash return available with financing that is cash-flow and capital sensitive to their business. Previously, he worked as a senior management consultant, financier and executive with companies such as GE Capital, Heller Financial and NAI Realvest. Mr. Hurn currently serves on the Greater Orlando Regional Chamber of Commerce's Small Business Chamber Board of Directors and the Board of Directors for the Association for Corporate Growth's (ACG) Orlando Chapter. He is active in the Orlando Chapter of Financial Executives International (FEI), the National Association of Development Companies (NADCO), the Seminole/Lake Mary Chamber of Commerce, the Greater Orlando Regional Chamber of Commerce, Central Florida Commercial Real Estate Society (CFCRES), the National Federation of Independent Businesses (NFIB), and the Orlando Real Estate Forum (OREF), which he co-founded. Mr. Hurn attended the Georgetown University Law Center and earned a Master's Degree from the University of Pennsylvania's Fels Center (formerly at the Wharton School of Business). He earned two Magna Cum Laude Bachelor degrees (B.A. and B.S.) from Loyola University Chicago.

Mr. Hurn can be contacted at 407-786-5040 or churn@mercantilecc.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.