Washington, DC & Stamford, CT – March 24, 2010 – Marjorie Lane, Founder and President of The Lane Marketing Group and Laura Osborne, EVP – Strategic Development for Intelligent Hotels today announced their Power of Partnership, bringing both Revenue Management and Marketing Expertise together to create “Hospitality Math 101”. Hospitality Math 101 combines strategic positioning, strategic pricing and strategic communication to produce increased revenue and bottom line profits for their clients. Intelligent Hotels and the Lane Marketing Group, both experts in their fields have teamed together to make it easier than ever to develop and implement the actions needed to increase the bottom lines of hotel and resort properties.
“Recently hotels and resorts have been focused on revenue management as a tool to drive occupancy, primarily through internet distribution channels. At the same time, Marketing departments have been building client loyalty through email marketing, social media, etc. Rather than working independently, in order to fully optimize these two disciplines they need to be working together. That is exactly what our collaborative actions will achieve,” according to Lane. “An example is for the revenue management team to focus on increasing rate and occupancy during specific dates. The marketing department takes this information and targets specific current and potential customers to drive occupancy and increase rate, as well as taking into consideration ancillary revenue for food & beverage, spa, golf, etc. Properties need to move beyond just discounting room rates in hopes to drive room revenue alone, at the expense of attracting customers who will use all property facilities, thus increasing profits and revenues. Attracting customers at a low rate who aren’t inclined to use a property’s collection of services and facilities actually negatively impacts revenue and profits” added Osborne.
“Working together we can bring our areas of expertise to our customers creating a seamless and effective approach to both revenue management and marketing. Today’s business environment demands that both programs work together like a well oiled machine.” Osborne commented. “Pricing and Marketing strategies need to work in tandem and be communicated to engage current and potential guests” according to Lane.
The two consulting firms offer a complete set of tools to produce the desired profits for their clients. The tools include auditing current performance, developing pricing and marketing strategies, uncovering additional revenue opportunities, working directly with on-site stakeholders, and tracking results of all revenue related programs.
Intelligent Hotels brings over 25 years of cutting edge, results driven expertise to the design and implementation of revenue growth programs, enabling hotels to maximize profits through savvy revenue management. Founder Jeffrey Osborne brings together worldwide experience and a stellar track record of results to Intelligent Hotels, having developed programs for Disneyland Paris Resort, TravelCLICK, and Loews Hotels etc. Since it’s inception in 1999 Intelligent Hotels has leveraged relationships with; owners, independents, brands asset managers, and operators successfully guided each client to recognize new revenue streams, energize and capitalize on existing sources of business which have provided returns far and above each hotel’s local market.
Since 1994 The Lane Marketing Group has been providing innovative and successful marketing consulting to hotels, resorts, spas and golf clubs throughout North America. From an individual project to an on-going campaign, The Lane Group offers the industry expertise to provide successful marketing initiatives, branding strategy, Emarketing solutions, social networking, public relations and event management.