Editorial Board   

Mr. Grossman

Lanny Grossman

President, EM50 Communications

For the past decade, Lanny Grossman has specialized in PR, luxury lifestyle marketing and consumer outreach for some of the world's preeminent hospitality brands. He began his career working with notable hotel properties such as the famed Waldorf=Astoria in New York and Le Byblos Hotel in Saint-Tropez, after which he became the Director of Public Relations for two of America's highest grossing and famous restaurants, Tavern on the Green and the Russian Tea Room. Following his time on the restaurant scene, Mr. Grossman returned to luxury hospitality as the Director of PR for the five-star New York Palace Hotel & Towers, home to royalty and luxury guests alike. Building upon all the previous experience in the luxury hospitality sector, Mr. Grossman was recruited to be the Director of Brand Communications for Small Luxury Hotels of the World, an international hotel consortium whose portfolio boasts over 450 of the finest hotels in more than 70 countries. Mr. Grossman has spent his career understanding and responding to the wants, needs and attitudes of luxury consumers. From media outreach to marketing partnerships and corporate branding, he applies an analytical and goal-oriented approach to creating complete and unique marketing solutions for each client. Mr. Grossman has also served on various non-profit foundation boards, as well as been a member of the Society of American Travel Writers, Public Relations Society of America and The International Spa Association. EM50 COMMUNICATIONS is a full-service marketing and public relations firm specializing in luxury lifestyle, hospitality and travel. Bringing a multi-prong approach to clients' needs, EM50 creates integrated marketing solutions to develop and elevate brand profile, increase visibility among target consumers and drive overall business growth.

Mr. Grossman can be contacted at 646 861 2801 or lanny@em50.com

Coming up in October 2019...

Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.