Editorial Board   Guest Author

Mr. Coughlin

Michael Coughlin

Managing Director, Digital Blue Creative

Michael Coughlin has twelve years of experience of working in the digital marketing space with core competencies in online branding, marketing analytics consulting, global paid search management, social media management, creative video production, and website usability. He has wide-ranging expertise working with companies as small as early stage startups to companies as large global Fortune 500 enterprises. Prior to forming his own agency business, Mr. Coughlin played pivotal roles in the early stage growth of multiple digital marketing companies. As Manager of Paid Search and Media Buying at Acronym Media in New York, he helped form and lead a team of digital marketing professionals for over five years and has been a leader in industry innovation ever since. After leaving Acronym in early 2010, he went on to form a hybrid search and social media marketing consulting and thought leadership group where he led business development and marketing efforts for the company. Throughout his career, Mr. Coughlin gained tremendous experience working with global companies in almost every industry, including big brands such Four Seasons Hotels & Resorts, XV Beacon hotel, Humana, Sony Music, SAP, Wharton School of Business, Scholastic, National Grid, BMW, Boston.com, and Boston Globe. For Four Seasons, he managed marketing campaigns in as many as fifteen different languages in as many as thirty countries. Currently, Mr.Coughlin manages his own creative digital agency, Digital Blue Creative. Whether it's producing captivating commercial videos, implementing search and social campaigns that attract traffic rather than compete for it, or designing analytics programs that help determine the truest return on investment, Digital Blue Creative helps businesses cut through the clutter and make a lasting impression in today's overcrowded marketplace. With a BA in Communication from Boston University, Mr. Coughlin is a public speaker and frequently speaks at SEMPO (Search Engine Marketing Professional Organization) and ClickZ events (formerly Search Engine Strategies) events across the nation. He has also contributed to multiple articles in publications such as Newsday, Tech Investor News, Website Magazine, The Canvas Mag, NBC Chicago, and Search Engine Journal.

Mr. Coughlin can be contacted at 844-468-6258 or Mike@DigitalBlueCreative.com

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.