Collaboration grows among hotel commercial strategy teams
Greater focus on communication and collaboration between Revenue management, marketing, sales and digital
In a roundtable discussion at HSMAI’s 2023 Revenue Optimization Conference Americas, Erica Lipscomb, senior vice president of revenue management at Crescent Hotels & Resorts, said all decisions and strategies at each individual hotel should have those four disciplines involved.
Key takeaways
- You need to have each one of your partners involved and engaged, because you need to have the different perspectives on how to make sure you’re impacting a customer along every touchpoint of their journey;
- These meetings should be reserved for high-level strategy and discussion among all the disciplines rather than a day-to-day practice;
- Commercial strategy is a holistic approach, and while some properties may lean more heavily toward one discipline than another, the process will be a joint effort between the commercial team.
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