Editorial Board   Guest Author

Ms. Macabante

Irene Macabante

Vice President Branding & Marketing, Identity Hospitality

Irene Macabante is currently the VP of Branding & Marketing at Identity Hospitality and has over 25 years of diverse experience across several industries. Previously, she was the Co-Founder and Creative Director at Chix Creative. There, she crafted marketing, social media and success strategies and was responsible for the design of websites, web applications, branding and identity assets, print pieces, trade show booths, marketing materials and campaigns for clients in spa, life & style, technology, and search industries.

At Identity, Ms. Macabante provides high-level, highly customized concierge-style design, branding, marketing and consulting services to the luxury spa and wellness sectors. Ms. Macabante's expertise also includes building brands on the product side. She's equally excited serving Identity's product clients and offering them that same passion and expertise for building a wellness-related business that she gives to spas. Nail art and health are two of Ms. Macabante's biggest passions, rivaled only by her strong interest in and dedication to promoting sustainable disinfecting practices that also improve the health of people and animals while reducing environmental impact.

Ms. Macabante recently acquired a Disinfection and Infection Prevention Certification in order to serve the spa and hospitality communities better in the post-pandemic world. Identity Hospitality is a luxury spa and wellness consultancy based in Southern California.

Since 2017, the company has brought beautiful looking, exceptionally organized spas to life with a unique blend of guidance and collaboration. Identity prides itself on its mixture of diverse spa leadership experience combined with its involvement in all aspects of spa development and operations for over 80 spas worldwide.

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

Ms. Macabante can be contacted at irene@identityhospitality.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.