Host: HSMAI Americas
Minnneapolis, MN, Hyatt Regency
The 2013 HSMAI Revenue Optimization Conference, prior to HITEC, is a unique one-day interactive program featuring thought leaders and subject-matter experts in various aspects of revenue management.
You’ll learn about the latest trends and best practices in this important discipline – and what they can mean to you and your company – from industry experts and practitioners.
It is a not-to-miss event especially if you are a senior or regional hospitality professional with direct responsibility for Revenue Optimization and Pricing, or are a management leader with an interest in staying ahead of the curve.The conference will address the issues and challenges that you are facing, summarize the implications, and provide solutions and strategies for 2013 and beyond.
Revenue Optimization Conference
June 24, 2013
Hyatt Regency Minneapolis
The conference is organized by HSMAI’s Revenue Management Advisory Board.
For qualified* ROC registrants, HITEC will provide one complimentary, non-transferable registration to the HITEC exhibit hall.
*Comp registrations are only available to qualified hotel buyers and cannot be used by suppliers or vendors, consultants, nor personnel, dealers, distributors, subsidiaries, investors, partners/associates or family members of exhibiting companies.
This complimentary pass is valid for the Exhibit Hall only.HSMAI will automatically register all qualified registrants directly with HITEC. Your contact information will be provided to HFTP, the host of HITEC, for the purpose of communicating with you about your registration. If you prefer to NOT be registered for the complimentary exhibit hall pass, please notify Mandie Jorgensen at email@example.com.
Detailed information on each session, including speaker information, is updated regularly. Check back often for the latest details.
7:00 – 8:00 am ♦ Breakfast and Exhibitor Showcase
8:00 am ♦ General Session: Industry Outlook
While looking back and looking ahead, engage in this discussion summarizing the outlook for hotel performance in light of economic and political events around the globe as well as here at home. Our expert thought leaders will deliver market-specific, customer-centric, and practitioner-friendly perspectives on what the future holds for hospitality business, what the next game changer will be that impacts the dissemination and availability of hotel inventory, and what you can do to manage it all.
- Jan Freitag, Sr. Vice President, STR
- Tim Hart, EVP Business Intelligence, TravelClick, Inc.
- Glen Harvell, Vice President, eCommerce, Marriott International
- Moderated by Dr. Lalia Rach, Dean and Director, School of Hospitality Leadership, University of Wisconsin-Stout, and HSMAI America's Board member
9:30 am ♦ Exhibitor Showcase and Connection Break
10:00 am: Breakout Sessions
- The Evolving Distribution Landscape
Especially with the continuing emergence of social and mobile technologies, and their use by customers, new intermediaries are jumping into hotel distribution. Join this rapid-fire conversation exploring the continuing disruptive innovation in hotels’ distribution channels. And leave with strategic insights about the nature and cost of distribution and revenue management for hotels now and into the future.
Moderated by Scott Roby, CRME, Vice President, Revenue Management, Evolution Hospitality and member of HSMAI’s Revenue Management Advisory Board with: Nick Graham, Sr. Director Market Management, Expedia and member of HSMAI’s Revenue Management Advisory Board; Lee McCabe, Head of Travel, Facebook; and, Rob Torres, Managing Director, Travel, Google and member of HSMAI’s Americas Board
- Building Revenue Culture: How to Groom and Identify the Next Generation of Revenue Talent
No longer are revenue managers toiling away in an office by themselves and crunching numbers all day long. Today’s directors of revenue can and should play a larger role in the overall success of the hotel by not only crunching numbers, but by communicating strategies effectively and gaining support from all departments and managers. As time passes, the responsibilities of revenue professionals continue to increase so just as important as building a revenue culture for your hotel and company is identifying and grooming the next generation of directors of revenue.
Presented by Kerry Mack, VP of Revenue & Distribution, Highgate Hotels New York and Sloan Dean, CRME, Vice President, Interstate Hotels & Resorts
- Executing a Revenue Management Vision
Successful hotel operations have proven the value of continuous improvement initiatives but what truly separates them from the pack is their ability to meticulously develop and flawlessly execute the plans to deliver their vision.Hilton Worldwide embarked on a mission to become the industry leader in revenue management. The components to enable this include a variety of systems, training, education and a dedicated effort to prepare for the changes that lie ahead. Complicating this process was the need to balance the competing forces with the needs of literally thousands of stakeholders – from a single franchise owner to corporate executives.
Learn about Hilton Worldwide’s journey through the lenses of the RM leaders that have been driving this effort. Regardless of the size of your hotel operation, the insights this team will share will help you define and deliver your vision and how to mitigate risks during any project that requires transformation.
Presented by Jonathon Wardman, Sr. Director, Revenue Management Innovation, Hilton Worldwide and Linda Hatfield, VP, Knowledge Management, IDeaS – A SAS COMPANY
11:00 am: Breakout Sessions
- The Race to the Megaphone: Communicating Transparent Pricing Your Customer
Whether we like it or not, the world of pricing is growing more and more transparent as buyers are more educated today than ever. Demand for value is high, because technology has made price elasticity absolute. If the vendor itself is not able to broadcast its "best rates on the best date," (take Southwest Airlines’ “Low Fare Calendar” as an example) an alternative opportunist will step in with a pricey margin as thanks. The double negative is that expensive commissions impede the ability to offer value, creating a terrible downward spiral. From top line strategy to front desk GSA banter, hoteliers must learn to broadcast themselves as the most transparent value-finder on the market. Taking a page from the insurance industry, we must learn to tell our guest: “Name Your Price!” If hoteliers cannot capture customers with such versatility, someone else will do it for them.
Moderated by Calvin Anderson, Director of Revenue, Lexington Autograph by Marriott and member of HSMAI’s Revenue Management Advisory Board with: Dan Allon, Senior Market Manager, HotelTonight; Apo Demeritas, Founder & CEO, Intelligent Hospitality, LLC; Kurian Jacob, SVP Revenue & Distribution, Highgate Hotels; and David King, Regional Director for the Eastern US, Travelocity
- Identifying, Developing and Retaining Critical Talent
This session will examine different strategies that companies are deploying to manage critical talent as well as the steps involved in identifying critical talent and providing strategic development experiences. In addition, we will look at the antecedents and consequences of employee turnover and discuss talent retention strategies.
Presented by Brad Bell, Associate Professor of HR Studies and Director of ILR Executive Education, Cornell’s School of Industrial and Labor Relations
- Pricing in a Social World: A Practical Guide for Revenue Managers
By now, it’s no surprise to revenue managers that User Generated Content (UGC - ratings and reviews) play an important role in consumer’s quality and value perceptions. Research even appears to indicate that consumers will pay more for a property with higher ratings than the competition. But what does this really mean for your pricing? How can you turn these insights into profitable pricing decisions?
In this session, we will present the results of some brand new research into the influence of UGC and price during different stages in the booking process. We will discuss the practical implications of this, and other recent research findings, to give revenue managers a definitive guide to the right actions to take to account for UGC in their pricing strategies. You’ll come away with fact based conclusions to improve your pricing decisions, and the tools to justify your actions to senior management.
Presented by Kelly McGuire, Executive Director, Hospitality and Travel Global Practice, SAS
- The Digital Perspective for Revenue Management
Presented by Max Starkov, President & CEO, HeBS Digital
12:00 pm ♦ Lunch and Exhibitor Showcase
12:45 pm ♦ Recognition of HSMAI's 2013 Revenue Management Professional of the Year
- Co-presented by Rainmaker
1:00 pm ♦ General Session: Innovative Pricing in Today's World
Peter Drucker, hailed by Business Week as “the man who invented management” defines innovation as “a change that creates a new dimension of performance.“ While the majority of the industry has spent the last few years focused on just surviving the economic pressures, a handful of visionary leaders have taken the opportunity to bring their pricing discipline to the next level. Learn how the most innovative leaders have restructured pricing strategies to attain optimal performance (revenue and profit). Hear about the value – and challenges – innovation can bring to a business. And, understand what you need to do to create a new dimension of performance for your organization.
- Craig Eister, Vice President, Revenue Management, IHG
- Kathleen Mallery, Senior Director Revenue Optimization, Americas, Carlson Rezidor Hotel Group
- Lesli Reynolds, VP Global Distribution & Revenue Strategy, Omni Hotels
- Ruben Sigala, Senior Vice President, Enterprise Analytics, Caesars Entertainment
- Moderated by Klaus Kohlmayr, Senior Director, Consulting, IDeaS - A SAS Company and HSMAI Americas Board member
2:15 pm: Breakout Sessions
- A Strategic Approach to Total Revenue Management
Hotels and resorts have always endeavored to choose the best pieces of business. The difference today is the desire to sophisticate this process to ensure we are booking the most profitable guest. But the processes and data sets to accomplish this are often inadequate and inconsistent. Join an esteemed group of revenue management professionals as they articulate the strategic steps that must be established before successful tactical total revenue management can be implemented. Come away with your own strategic "to do" list, one that will surely propel you into the forefront of the total revenue management phenomena.
Moderated by Bonnie Buckheister, President & CEO, Buckhiester Management USA Inc. and member of HSMAI’s Revenue Management Advisory Board with: Mark Molinari, CRME, Corporate Vice President of Revenue Management and Distribution, Las Vegas Sandsand member of HSMAI’s Revenue Management Advisory Board; and Susan Weigel, VP Revenue Management and Distribution, Denihan Hospitality Group
- Effective Collaboration: Putting the Sales Team on Your Team
In order to truly maximize RevPAR (Revenue Per Available Room), revenue managers must first have access to all “Available Rooms.” However, this can become a sticky situation between the RM and sales departments because group and negotiated segments have historically been managed, and often exclusively managed, by sales. Regardless of corporate culture or structure, collaboration between the two departments is pertinent to success. By imbuing a service-oriented mindset in method and communication, the revenue management/sales dynamic will grow from mere departmental cooperation to gaining adamant buy-in and finally into committed interdependency.
Moderated by Jon Eliot, CRME, VP of Revenue Management, Premier Hospitality Management and co-chair of HSMAI’s Revenue Management Advisory Board with: Vish Bhatia, Vice President Revenue Optimization, Aston Hotels & Resorts LLC; and Peggy Wood, Corporate Director of Revenue Management, Hyatt Hotels Corp
- The 3-C's of Revenue Management Education
Revenue management (RM) education is a key success component of a revenue management professional’s career. This presentation will discuss RM education in three categories known as the “3-C’s”: Certification, Continuing Education, and Community. It will explore the importance of foundational RM knowledge, various forms of on-going RM learning, and staying engaged with RM professionals.
Presented by Warren T. Jahn, Jr., Ph.D., Director, Revenue and Systems Training AMER, IHG and Gary Whitney, Vice President, Learning & Delivery, IHG
3:15 pm: Breakout Sessions
- The ROI on Rate Integrity and How Far to Chase RevPAR Before We Say Phooey!
While we often hear about the many ‘fine lines’ that separate one concept from another, it’s fair to say that the contour between the “Hold for Rate Integrity” camp and the “Take the RevPAR to the Bank” camp is about as broad, blurry and hostile as any line could claim to be.
If there truly is such a thing as “a reputation for rate integrity,” how is it achieved, how much does it cost, how long does it take to establish, and what is it worth? In other words: What’s the ROI on rate integrity?
While the notion admittedly sounds good, the idea of exchanging cold hard cash for an invisible incalculable can be a tough sell. Thus, a breakdown of the most tangible effects of a rate held high is needed. From the clientele attracted, the wear and tear on a property, the reviews garnered and the bottom line expenses – all things must be considered before one can confidently claim “the room is better off unsold!”
- Social Media & Revenue Management
Presented by John Fareed, Principal, John Fareed Hospitality Consulting, LLC
- Uncovering & Fostering Revenue Management Talent
Positions within the revenue management discipline are now in place at all levels in the organization, from the new person in a small hotel to the boardroom of the corporate office. Finding the right talent at the right time, for the right position can be a daunting task for hospitality management organizations. Why this challenge? What is the appropriate compensation and career ath for revenue management? And finally, what can you do to have confidence in filling a needed position?
Presented by Juliette Boone, Managing Director, HVS Executive Search and Lacey Hagen, Vice President, HVS Executive Search
- Demystifying Data: Engaging Hotels with Analytics
Many hoteliers have no interest in reading a spreadsheet and deciphering what the numbers might be telling them. Depending on your audience, often it is better to tell the story of a data driven analysis with clear and concise graphics that visually tell the story for you. If the hotel can see the story clearly through visual aids, it will allow for quicker engagement in the discussion. In this session, we will cover the benefits of using data visualization to help tell your story. By doing so, you will create a more engaging conversation with the hotels you work with. You will walk away with some great new ideas on how to present your analysis in an engaging and easy to understand format.
Moderated by Jeff Wermager, CRME, Director, Revenue Optimization, Midscale Brands, Carlson Rezidor Hotel Group with: Mark Bodyfield, Manager of Revenue Support, Carlson Rezidor Hotel Group; Jim Van Sistine, Business Consultant, Analytics and Data Strategy, Carlson Rezidor Hotel Group; and Mat Hughes, Revenue Optimization Global Analytics Manager, Carlson Rezidor Hotel Group
4:15 pm ♦ Exhibitor Showcase and Connection Break
4:30 pm ♦ Closing Keynote: The Leadership Revolution
Today’s leaders have to do more than ever. They have to engage participation and share the strategy direction in a way that others will “get it”! Outstanding businesses and the leaders who inspire them, choose to learn what is needed to transcend challenges and create new momentum. This is the Leadership Revolution. Join Renie as she shares the 6 pillars for engaging your team and creating an accountable and highly engaged organization. She will explore why it is time to inspire abundance and change, and you’ll leave with real approaches to building momentum and delivering results.
- Renie Cavallari, Chief Inspirational Officer & CEO, Aspire...Marketing & Training
5:30 – 6:30 pm ♦ Reception
TUESDAY, JUNE 25 | 9:00 am - 2:00 pm
CRME Review Course (requires separate registration)
- Led by Kathleen Cullen, CRME, Vice President, Revenue & Distribution, Commune Hotels & Resorts, member of HSMAI's Revenue Management Advisory Board, and author of The Evolving Dynamics of Revenue Management
Early-Registration (through June 11, 2013)
|Hotel/associate* HSMAI member||$495|
Regular Registration (after June 11, 2013)
|Hotel/associate* HSMAI member||$595|
* Individuals who are directly employed by hotel brands, management companies, ownership groups, independent hotels and resorts, DMO’s, restaurants and attractions.
** Individuals from direct supplier organizations who market to hotel/associate professionals.
VOLUME DISCOUNTS: Hotel companies may inquire about volume discounts by contacting Mandie Jorgensen at 703-506-2025.
CANCELLATION POLICY: Cancellations received three weeks prior to the conference will receive a full refund less a $75 administrative fee. Cancellations received between three and one week out are entitled to a 50% refund. Cancellations received within one week will not be refunded, except in the case of a medical emergency. All cancellations must be received in writing.
If you have any questions regarding your registration, please contact HSMAI at 1 (703) 506-3280 or firstname.lastname@example.org.
Dan Allon, Senior Market Manager, HotelTonight
Calvin Anderson, Director of Revenue, Lexington Autograph by Marriott
Brad Bell, Associate Professor of HR Studies and Director of ILR Executive Education. Cornell University
Vish Bhatia, Vice President Revenue Optimization, Aston Hotels & Resorts LLC
Mark Bodyfield, Manager of Revenue Support, Carlson Rezidor Hotel Group
Juliette Boone, Managing Director, HVS Executive Search
Bonnie Buckhiester, President & CEO, Buckhiester Management Limited
Renie Cavallari, Chief Inspirational Officer & CEO, Aspire... Marketing & Training
Apo Demeritas, Founder & CEO, Intelligent Hospitality, LLC
Craig Eister, Vice President, Revenue Management, Intercontinental Hotels Group
Jon Eliot, CRME, VP of Revenue Management, Premier Hospitality Management
John Fareed, Principal, John Fareed Hospitality Consulting, LLC
Jan Freitag, Sr. Vice President, STR
Nick Graham, Sr. Director Market Management, Expedia
David King, Regional Director for the Eastern US, Travelocity
Lacey Hagen, Vice President, HVS Executive Search
Tim Hart, EVP Business Intelligence, TravelClick, Inc.
Glen Harvell, Vice President, eCommerce, Marriott International
Linda Hatfield, VP, Knowledge Management, IDeaS – A SAS COMPANY
Mat Hughes, Revenue Optimization Global Analytics Manager, Carlson Rezidor Hotel Group
Kurien Jacob, SVP Revenue & Distribution, Highgate Hotels New York
Warren T. Jahn, Jr., Ph.D., Director, Revenue and Systems Training AMER, IHG
Klaus Kohlmayr, Senior Director, Consulting, IDeaS - A SAS Company
Kerry Mack, VP of Revenue & Distribution, Highgate Hotels New York
Kathleen Mallery, Senior Director Revenue Optimization, Americas, Carlson Rezidor Hotel Group
Lee McCabe, Head of Travel, Facebook
Kelly McGuire, Executive Director, Hospitality and Travel Global Practice, SAS
Mark Molinari, CRME, Corporate Vice President of Revenue Management and Distribution, Las Vegas Sands
Dr. Lalia Rach, Dean and Director, School of Hospitality Leadership, University of Wisconsin-Stout
Leslie Reynolds, VP Global Distribution & Revenue Strategy, Omni Hotels
Scott Roby, Vice President, Revenue Management, Evolution Hospitality
Ruben Sigala, Senior Vice President, Enterprise Analytics, Caesars Entertainment
Max Starkov, President & CEO, HeBS Digital
Ed Tapan, Account Executive, Google
Jim Van Sistine, Business Consultant, Analytics and Data Strategy, Carlson Rezidor Hotel Group
Jonathon Wardman, Sr. Director, Revenue Management Innovation, Hilton Worldwide
Susan Weigel, VP Revenue Management and Distribution, Denihan Hospitality Group
Jeff Wermager, CRME, Director, Revenue Optimization, Midscale Brands, Carlson Rezidor Hotel Group
Gary Whitney, Vice President, Learning & Delivery, IHG
Peggy Wood, Corporate Director of Revenue Management, Hyatt Hotels Corp
Detailed information on each session, including speaker information, is updated regularly. Check back often for the latest details.
Don't wait until the last minute as rooms go fast!
If you are registered for HITEC (June 24-27), please book in the HITEC block through the HITEC Housing Bureau (Orchid Event Solutions) which can be reached at +1 888-308-2080. Please communicate the fact that you will need a Sunday arrival in order to attend ROC.
If you are a hotelier registered for ROC, HITEC will provide one complimentary, non-transferable registration to the HITEC exhibit hall. Therefore you are eligible to book in the HITEC block through the HITEC Housing Bureau (Orchid Event Solutions) which can be reached at +1 888-308-2080. Please communicate the fact that you will need a Sunday arrival in order to attend ROC.
For those unable to book a room through HITEC, as of May 23, 2013, some of the hotels showing availability the week of June 23 include:
- The Hotel Minneapolis, Autograph Collection® | 215 4th Street South | Minneapolis, MN 55401 | 612-340-2000
ST. PAUL (approximately 10 miles from downtown Minneapolis = 15 minute car ride)
- The Saint Paul Hotel | 350 Market St. | St Paul, MN 55102 | (651) 292-9292 (NOTE: rate includes Internet and fitness center access)
- DoubleTree by Hilton Hotel St. Paul Downtown | 411 Minnesota Street | Saint Paul, MN 55101 | 651-291-8800
- Crowne Plaza St. Paul Riverfront | 11 East Kellogg Boulevard | St. Paul, MN | 55101 | 651-292-1900
BLOOMINGTON (light rail available; approximately 10 miles from downtown Minneapolis = 15 minute car ride)
- Sofitel Minneapolis | 5601 West 78th Street | Bloomington, MN 55439 | 952-835-0126
- Hilton Minneapolis/St. Paul Airport | 3800 American Boulevard E | Bloomington, MN 55425 | 952-854-2100
- Radisson Hotel Bloomington | 1700 East American Blvd, Bloomington, MN 55425 | 952-854-8700
- Radisson Blu Mall of America | 2100 Killebrew Drive, Bloomington, MN 55425 | 952-881-5258
ST. LOUIS PARK (Approximately 4 miles west of downtown Minneapolis)
- Minneapolis Marriott West | 9960 Wayzata Boulevard | Minneapolis, MN 55426 | 952-544-4400
- TownePlace Suites Minneapolis West/St. Louis Park | 1400 Zarthan Avenue South | St. Louis Park, MN 55416 | 952-847-6900
- SpringHill Suites Minneapolis West/St. Louis Park | 5901 Wayzata Blvd | St. Louis Park, MN 55416 | 952-738-7300
- DoubleTree by Hilton Hotel Minneapolis - Park Place | 1500 Park Place Blvd., Minneapolis, MN 55416 | 952-542-8600
Become a ROC Partner