Editorial Board   Guest Author

Mr. Song

Will Song

Co-Founder & Vice President of Revenue, Lights On Digital

As co-founder and vice president of revenue at Lights On Digital, Will Song works closely with clients on a variety of revenue-management solutions. Mr. Song is a pricing expert with a passion for technology, bringing entrepreneurial insight in his ability to think outside the box on strategies to revive properties and tackle challenging situations. He has more than a decade of experience in revenue management, achieving record-breaking growth for clients in key hospitality metrics. Mr. Song previously served as the senior revenue manager at Aqua Hospitality, Hawaii’s fastest-growing hospitality chain, where he managed revenue strategy for 15 properties. His background also includes pricing strategy, marketing and product line management at several national and Hawaii-based technology companies. Mr. Song holds a bachelor’s degree in economics from The University of Chicago, where he studied optimal pricing algorithms. He routinely works with a variety of technology solutions, including Opera, roomMaster, RMS, SkyTouch, TravelClick, and Sabre SynXis. Lights On Digital is a Honolulu-based digital marketing agency founded in 2014 with roots in the hospitality and visitor industry. The company pairs an in-depth understanding of hotels and resorts with the know-how and cutting-edge tools of a leading tech company. Lights On works with more than 1,400 hotel rooms across nearly two dozen properties in Hawaii, the Northeastern and Western U.S., and the Caribbean. The company recently earned two Adrian Awards from the Hospitality Sales and Marketing Association International (HSMAI); and in 2017, it was honored with a Pele Award from the Hawaii Chapter of the American Advertising Federation.

Please visit http://www.lightsondigital.com for more information.

Mr. Song can be contacted at 808-213-3010 or will@lightsondigital.com

Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.