Hotel Online  Special Report

  HSMAI's Revenue Management Strategy Conference on June 19, 2006
Will Deliver Insight and Ideas for Those Involved in Revenue
Management at the Hotel and Corporate Levels
MCLEAN, VA (May 8, 2006) – “The Politics of Revenue Management” will take center stage when the Hospitality Sales & Marketing Association International (HSMAI) presents its third Revenue Management Strategy Conference in Minneapolis on June 19, 2006.
Timed in conjunction with HITEC 2006 and presented by HSMAI’s Revenue Management Advisory Board, the conference is designed to deliver insight and ideas on the topics of greatest concern to those involved in revenue management at both the property and corporate levels.
“Among the most eagerly-awaited aspects of the conference will be the first release of HSMAI’s new Defining Revenue Management: Topline to Bottomline comprehensive publication,” notes Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI.  “This publication is produced by the HSMAI Foundation, and authors Caryl Helsel and Kathleen Cullen of the Solutionz Group will be on-hand to address the audience in an interactive discussion.”
“Everyone engaged in revenue management, at any level, will find a wealth of learning compacted into this day-long event,” states Barbara Bowden, corporate director of revenue management, Peabody Hotels Group, and chair of HSMAI’s Revenue Management Advisory Board.  “The thoughts and ideas that will emerge from the line-up of expert speakers and presenters offer a unique opportunity to learn about the practice, hear new ideas, and take the discipline to the next level.” 
11:30 am – 11:40 am:  Introduction of “The Politics of Revenue Management” by HSMAI Revenue Management Special Interest Group (SIG) advisor Doug Kennedy.  For most organizations, it’s not a lack of systems or technology that is the biggest barrier to profit optimization.  More often, it’s the corporate culture, entrenched positions, closed minds and corporate politics that prevent actualization of revenue management potential.  Kennedy will discuss how this theme has resonated with revenue management professionals everywhere this year and will be tied-in to the presentations throughout the day.  
11:40 am – 11:50 am:  Welcome and introduction of Special Interest Groups (SIG) by Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI.
11:50 am – Noon:  Barbara Bowden, corporate director of revenue management, Peabody Hotels Group, and chair of HSMAI’s Revenue Management Advisory Board, will present this year’s revenue management SIG accomplishments, including publications, certifications and outreach events.
Noon – 12:25 pm:  “Twenty Years of Revenue Management: Has It Worked?”  Andrew Rubinacci, vice president of business development at InterContinental Hotels Group, will present a historical perspective on how the emergence of the profession of revenue management has coincided with historical gains in RevPar performance.  
12:25 pm – 12:50 pm:  Lunch
12:50 pm – 1:40 pm:  Keynote Presentation – “Practical Considerations for a Comprehensive Approach to Revenue Management.”  Tom Walker, vice president of business consulting at The Rainmaker Group, will present an overview of how revenue management principles and concepts can and should be integrated with virtually all components of marketing and operations.  In today’s business environment, hotels need to consider how organizational positioning impacts effective revenue management.  They also need to integrate the revenue management paradigm into rational pricing, CRM, distribution, segmentation, and overall customer value perception.
1:40 pm – 2 pm:  Q&A session with Walker and the audience, moderated by Todd Arviso, corporate director of hotel sales, Accor North America Corporation
2 pm – 2:30 pm:  Break and partner showcase
2:30 pm – 3:30 pm:  Concurrent breakout sessions:
  • Session One:  “Pricing Consideration for Group Sales Business.”  Barbara Bowden will moderate this interesting session on how revenue management principles can and should be applied in a group/convention hotel environment.
      • Session Two:  “Bringing More Than The Numbers:” Communicating the revenue management paradigm and persuading them to believe you!  In this session Shawn McAteer, senior director of field sales & marketing for Embassy Suites/Hilton, explores the diversity of talents and skills necessary for today’s revenue management professionals to succeed.  Not only do they have to be analytical thinkers, and in most cases operational managers, they also need to be skilled in the art of persuasion to effectively communicate the revenue management paradigm.  McAteer’s session identifies some of the core skills needed to make the Politics of Revenue Management work in the best interests of your hotel company.  
      • Session Three:  “Who Do You Report To and Where Did You Come From?  The State of the Revenue Management Profession in 2006.” Jeffrey Beck, Ph.D. and professor at Michigan State University’s hospitality school, presents the initial findings of the survey he is conducting in conjunction with his research project at MSU to study the revenue management profession.  Beck will speak on reporting lines, salary ranges, educational background, operational experience and other insights gained to-date from this project.  

      3:40 pm – 3:50 pm:  The History of the Publication: Defining Revenue Management: Topline to Bottomline.  Robert A. Gilbert and Tim Wiersma, chair of the SIG Publications sub-committee, will present an overview about how HSMAI’s new publication “Defining Revenue Management” came to be.  
      3:50 pm – 4:20 pm:  Lessons learned from writing and producing Defining Revenue Management: Topline to Bottomline.  Presented by authors Kathleen Cullen and Caryl Helsel, along with Tim Wiersma. Copies of the publication are to be distributed for the first time at the conference.  
      4:20 pm – 4:40 pm:  Partner showcase and networking
      4:40 pm – 5 pm:  Q&A panel discussion with the authors of Defining Revenue Management: Topline to Bottomline, moderated by Tim Wiersma 
      5:00 pm – 5:30 pm:  Closing remarks and conference wrap-up 
      5:30 pm – 6:30 pm:  Cocktail reception in showcase area

    Registration is $250 for HSMAI members if paid prior to June 5 and $405 for non-members, which includes a one-year HSMAI membership.  After June 5, the cost goes to $300 for members and $455 for non-members. 
    Sponsors of the conference are: SECURE-RES, The Elise Group, IDeaS, Hotel Information Systems, PROS, TIG Global, AltiusPAR, Aspire, EZ Revenue Management Solutions, HSMAI University, Maxim Revenue Management Solutions, Opera Revenue Management, and TravelCLICK.  For more information on partnership opportunities, contact Melanie Penoyar, director of development, at (703) 610-9024 or
    HSMAI will also be staging a Revenue Management Special Interest Group (SIG) Strategy Conference in Hong Kong on June 27, 2006.  The program will be a full-day session with a keynote speaker, followed by a roundtable session to address key issues and share insights, strategies and solutions.  Participants will be senior level hospitality sales and marketing professionals with direct responsibilities for revenue management at the corporate or property level, as well as key management staff with an interest in staying abreast of the changes and trends within this discipline.  The cost to attend is US$195 HSMAI members, US$295 non-members. 
    HSMAI is an organization of sales and marketing professionals representing all segments of the hospitality industry.  With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry, and bringing together customers and members at eight annual events, including HSMAI’s Affordable Meetings®, and HSMAI World Quest.  Founded in 1927, HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 38 chapters in the Americas region.

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    phone (703) 610-9024

    Also See: Revenue Management: Too Tactical and Not Strategic Enough; Highlights from HSMAI's Revenue Management Strategy Conference / June 2005
    Hotel Yield Management Professionals Ponder Future; HSMAI Revenue Management Strategy Wrap Up / July 2004

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