June 2001 - The last thing
one thinks of when sweeping through the porte-cochere of the beautiful
salmon colored Don CeSar Beach Resort towering above the Gulf of Mexico
in St. Petersburg, Florida, is strong financial |
The Don CeSar Beach Resort &
Spa
|
controls and reporting capabilities. But that's
the reputation the Don's management company - Interstate Hotels - has built
since 1961, and it is the key to attracting hotel-owner clients to one
of the largest independent management companies in the hotel industry.
"We want to be the preferred management company
of choice and, because of our ability to both increase the value of our
clients' assets and to report financials in almost any format the owner
desires, we are accomplishing that goal," said Greg Smith, Interstate's
Vice President and Corporate Controller. Smith noted that while Interstate
is known for working hard to fulfill its owners' needs, installing Execuvue®,
a business intelligence application from Pittsburgh-based Aptech Computer
Systems, Inc., in November 2000 raised Interstate's responsiveness to the
Five-Star category.
Customized Owner Packets
"We have many owners who need to consolidate financial
data from their hotels with their other businesses," Smith explained.
"They may perhaps own a shopping mall. When they do their month-end
report, they need to summarize the hotel, but their chart of accounts may
be totally different from ours. With Execuvue, we can create a standard
corporate form, customize it for each owner, and then download their hotel's
financial results into their desired format."
Interstate uses the Internet to distribute monthly
owner's packets that include the hotel's customized financial statement
and balance sheet. The packets can be picked up electronically by the owner's
accounting system and opened with a web browser. Execuvue extracts
all data from the general ledger making line item details available for
analysis and for use as an early warning system of developing trends.
Increasing Asset Value in Tight Economic Times
"Currently we are facing challenges with a slowdown
in the economy," Smith observed. "We use our business intelligence
system to create forecasts at rapid speed to see what trends are out there.
Then our marketing division can quickly analyze different revenue sources
to help evaluate potential shortfalls." As examples, Smith cited
being able to look at how a hotel's weekend - or weekday - business compares
to other hotels' revenue, or looking at the cost of occupied rooms in a
group of properties. "We evaluate each hotel with a similar set of numbers
to its peers. If there's a variance, we quickly drill down to where the
problem is," said Smith.
Jack Wolford, Interstate's Director of Information
Technology, pinpointed another area where trend analysis is valuable: utility
costs, which are rising in several parts of the country. Wolford
explained that, by using their business intelligence application to spot
regional trends, when California's utility costs began spiking last November
the company quickly instituted energy conservation measures to help offset
this increased expense. Wolford also confirmed the same trend is surfacing
at Interstate's Florida and Northeastern properties and similar steps have
been implemented.
Public Financials
Publicly
traded Interstate Hotels (Nasdaq: IHCO) operates full service and limited
service hotels through their Interstate and Crossroads Hospitality divisions,
respectively. Combined to become Interstate Hotels, the two divisions
include approximately 140 hotels with more than 27,000 rooms at properties
in the United States as well as Canada, the Caribbean and Russia. Interstate
operates more than 25 different franchise brands and multiple independent
luxury hotels and resorts in all market segments.
"As a result of being publicly traded, we have
tight financial deadlines to achieve for reporting. Prior to November
the process was very time consuming because we had to combine the results
of two divisions that have different accounting systems. We pulled
the data into spreadsheets and spent time verifying to ensure accuracy,"
Smith explained. "Now everything is automatically extracted from
the general ledgers, and Interstate uses Execuvue to combine financials
from the two divisions."
"In 1988 Interstate developed a custom application
with IBM on an AS/400, so we could consolidate all the hotel financials
into a central database and run monthly statistics," Smith continued. "This
product, written in COBOL, was not very user friendly and it became
difficult for the operational people to write programs to manipulate new
views of the data."
My-sized Financial Access
With Interstate's current business intelligence
application, which attaches to back office accounting software from Aptech
and other vendors, Smith said, "Everyone is able to use the program.
That includes operational regional teams by discipline: marketing analyzes
revenue centers, development staff review financial analysis of acquisitions,
and the finance department evaluates balance sheet fluctuations."
"It is part of our corporate culture to access
all of our hotels' financials on a monthly ad hoc and historical basis,"
Smith went on. "Operations personnel don't have to wait anymore for the
IT department to generate the reports they request. They can be on the
road, dial in, and create their own reports as needed."
Smith also observed that Execuvue has helped his
team work in a more flexible environment. "With this system our staff
can work from home or anywhere on the road and be able to access the information
they need. They can take an hour or two on the weekends, if they
wish, and dial in from home."
It is this Five-Star level of flexibility and
control that ensures when guests sweep through the porte-cocheres of Interstate
Hotels, whether in San Francisco, Waikiki, or Moscow, that their extended
stay is safeguarded by the steel girders of Interstate's strong financial
controls and reporting capabilities. |