Editorial Board   

Ms. Farley

Tammy Farley

Co-Founder & President, The Rainmaker Group

Tammy Farley co-founded The Rainmaker Group in 1998 and serves as its president. She spearheads all sales, marketing and customer-related operations for the organization, which is the market leader in profit optimization solutions serving hotel, casino hotel, resort, and multifamily housing operators.

Ms. Farley is someone who always goes the extra mile for a customer or a cause, and in fact once walked 60 miles alongside a client to raise funds for breast cancer awareness. She brings that same drive and energy to Rainmaker, and her expert stewardship, along with that of co-founder Bruce Barfield, has earned their company a spot among the Inc. 5000 fastest growing private companies for five consecutive years.

Ms. Farley prides herself on delivering on Rainmaker's promises to clients and on creating a great place to work. She brings her passion for community involvement into the workplace, spurring her team on at Habitat for Humanity build events, partnering with Make-a-Wish Georgia to make a four-year-old's Disney and Legoland wish come true, and inviting a former wish recipient to speak at Rainmaker's annual kick-off meeting.

A widely acknowledged expert in revenue management technologies in the travel industry, Ms. Farley is a frequent and passionate speaker at industry and academic conferences. She is a highly respected resource for innovative revenue management practices, particularly in the casino, hotel and resort markets. Her expertise in that arena led to her recognition in 2012 as a Great Women of Gaming Proven Leader.

Ms. Farley often takes the wheel of Rainmaker's Twitter handle to share insights on topics from leadership and strategy to great business ideas. She serves on the board of directors for HSMAI and participates in the Gaming & Leisure CIO Roundtable. She also is vice chair and incoming chair of the Georgia Make-A-Wish Foundation.

Ms. Farley graduated from the University of Michigan with a bachelor's degree in political science.

Please visit www.letitrain.com for more information.

Ms. Farley can be contacted at 678-578-5700 or tammy.farley@letitrain.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.