Editorial Board   Guest Author

Ms. Tuss

Taryn Tuss

Vice President of Marketing & Communications, Green Seal

Taryn Tuss is the Vice President of Marketing and Communications for Green Seal, a global environmental nonprofit and market-leading ecolabel for products, services and hotels. Green Seal applies rigorous standards for health, environmental sustainability and product performance to its certification programs and has certified more than 30,000 products, services and spaces from leading companies including 3M, Ecolab, Georgia Pacific, Hilton, Westin, Marriott and Staples.

Ms. Tuss has more than 15 years of experience in strategic communications, media relations and journalism focused on environment and energy issues. Prior to joining Green Seal, she was the Communications Director for the White House Council on Environmental Quality, serving as a spokeswoman for President Obama on energy and environment issues, an advisor to Cabinet members, and a communications and media relations strategist for the Administration.

Ms. Tuss has advised dozens of nonprofits and foundations on communications and messaging strategy for their policy campaigns and initiatives, with a particular emphasis on environment and climate issues. Previously, she reported on energy and environment policy and politics for E&E News, with stories appearing regularly in the New York Times. She has also written for the Washington Post, the Seattle Times, the Chicago Tribune and dozens of other leading publications.

Ms. Tuss began her career post producing documentaries for National Geographic Television & Film, where she collaborated with Emmy-Award winning production teams to deliver dozens of shows for channels including PBS, NBC and FOX. She holds an M.S. in journalism from the Medill School of Journalism at Northwestern University and a B.A. in Communications, Legal Studies, Economics and Government from American University, where she graduated Magna Cum Laude and Phi Beta Kappa.

Please visit http://www.greenseal.org for more information.

Ms. Tuss can be contacted at +1 202-872-6400 or ttuss@greenseal.org

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.