Editorial Board   Guest Author

Ms. Murphy

Sandy Murphy

General Manager, The Beverly Hilton

Sandy Murphy has served as the General Manager of The Beverly Hilton since August 2008. A Hilton veteran with more than 25 years of experience, Ms. Murphy oversees all aspects of the nine-acre property, leading, and growing a legendary brand that has endured for nearly 60 years.

Ms. Murphy takes Conrad Hilton's philosophy "be hospitable" to heart. The warm and inviting ambiance The Beverly Hilton has enjoyed over the last two decades is most certainly the result of Ms. Murphy's kind and friendly nature. She has brought many worldwide productions to life and welcomed Presidents, Heads of State, A-list celebrities, and luminaries from all over the world into the hotel.

Prior to joining The Beverly Hilton, Ms. Murphy served in executive management roles spanning the West Coast. She previously served as the Area Vice President of Southern California, where she was responsible for the operation of a collection of Hilton and Doubletree hotels located in airport, suburban, urban, and resort markets. She also served as the Area Vice President of Northern California and the Pacific Northwest, overseeing 10 Hilton hotels in the marketplace. She started her Hilton executive management career at Embassy Suites in Covina, Calif. as Assistant General Manager. The Southern California native was also educated in the center of it all, beginning at Cal Poly Pomona and the University of California at Los Angeles (UCLA), where she majored in Finance, Human Resource Management, and Marketing.

Ms. Murphy lives and breathes The Beverly Hilton mission of "a time well spent" each day. Beyond the hotel, she is passionate about improving the quality of life of others through philanthropic endeavors such as The Sumer Nicole Alvarez Foundation, the Revlon Run/Walk for Women, and the Guide Dog for the Blind.

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

Ms. Murphy can be contacted at +1 310-274-7777 or sandy.murphy@hilton.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.