Editorial Board   Guest Author

Ms. De Franco

Agnes De Franco

Professor and Distinguised Chair at C.N. Hilton College, University of Houston

Agnes De Franco, Ed.D., CHE, CHAE, is a professor and distinguished chair at the C.N. Hilton College at the University of Houston. She is a recipient of teaching awards at both the college and university level; co-author of five textbooks and has published more than 90 refereed articles. Ms. De Franco conducts workshops for the Certified Hospitality Accountant Executive examination; a Certified Hospitality Educator Cadre member and is a recipient of the Dean's Award for Excellence in Applied Research, the Best Paper Award from the International Council on Hotel, Restaurant and International Education (I-CHRIE), and the HFTP-iHITA Best Research Paper Award. She earned the Distinguished Faculty Award, Distinguished Alumna Award, and Young Alumna Award from the Hilton College Alumni Association and is a recipient of the H. J. Heinz Graduate Fellowship. Ms. De Franco is active in a number of local, state and national organizations, including serving as the global president of Hospitality Financial and Technology Professionals (HFTP) from 2006-2007; member of I-CHRIE's finance and future fund committees and treasurer of I-CHRIE from 1999 to 2002. She is the past president of Phi Beta Delta and Phi Kappa Phi at the University of Houston and has eight years of central administration experience at UH working with the Texas Higher Education Coordinating Board on undergraduate issues such as persistence, graduation, general education curriculum, and college and career readiness standards. She has eight years of industry experience in food & beverage.

Please visit www.uh.edu for more information.

Ms. De Franco can be contacted at 713-743-2422 or adefranco@uh.edu

Coming up in October 2020...

Revenue Management: Maximizing Profit

Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.