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 May 2019...

Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.