How Our Revenue Generation Team Created A Recovery Plan

Lori Berhent, Vice President of Revenue Generation and Business Development

Jeanne Carpentier, Regional Vice President of Revenue Generation

Michele Janci, Regional Director of Revenue Generation

Emerald Hospitality Associate's Revenue Generation (RevGen) Team works together to drive profitability and market share of our portfolio of hotels through sales tactics, digital marketing, and pricing and inventory strategies. Our Revenue Management services include guidance for rate and structure, continuous monitoring of each property’s mix of sales for each property, and driving RevPAR growth. The eCommerce services we provide include local search optimization, optimization of each hotel’s website, and monitoring and managing all channels that increase website traffic. Our sales efforts for each hotel include monitoring sales reports, market analysis for prospecting, and continual training of the sales team.

Stacy Williams, Regional Revenue Manager

Melissa Robinson, Area Revenue Manager

During this time that we’re experiencing the effects of COVID-19, the RevGen Team collaborated on a Recovery Plan for our hotels to ensure they can continue to thrive in this new market. We are approaching the recovery in a property by property, state by state basis to ensure that each hotels’ needs are met based on what guidelines are in place for their specific area. To begin the process, the RevGen team researched what recovery looked like in China and other countries that were affected by the pandemic ahead of the United States. Additionally, we sought out market intelligence from industry leaders such as Smith Travel Research & our brand partners (Hilton, Marriott, Hyatt, IHG). We also brainstormed about what would enhance each part of what the RevGen Team handles including, direct sales and group sales, eCommerce and digital marketing, and revenue management during this uncertain time.

Marko Rulek, eCommerce Manager

Josey Petz, eCommerce Specialist

Once, each team member had brainstormed and created their part of the RevGen Recovery Plan, they presented their ideas to the entire team. After all of the ideas were put out on the table, the team worked through each one to make sure it made sense to add to the RevGen Recovery Plan. After the document was completed, the Revenue Generation team set up a “Lunch and Learn” meeting to present the Recovery Plan project to each of the hotels. During the video conference, each member of the presented their contributions and responded to any questions surrounding their ideas. We then sent each property a copy of the recovery plan so, we can partner with each hotel team on their recovery. assist with a monitor the implementation of the plan. Learn more about Emerald’s services and portfolio of hotels by visiting our website.