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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