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Conference ‘Seizes the Opportunity’ for hoteliers

Our Experience. Your Success.©

The recent ‘Seize Opportunity in Disruption’ conference was a chance to understand what disruption really means for hotels today and identify opportunities within the exciting developments in the hotel world. Our very own Carol Dodds, Vice President Commercial of Interstate Europe Hotels & Resort, played a leading role hosting a masterclass on best practice in Cluster Revenue Management and here, in our latest blog, she gives us her highlights from the day.

“The Seize Opportunity in Disruption’ conference was designed to break down the perceived threats to the traditional hotel model with associated disruption and to discuss how we can make it work for our organisations. General managers, revenue managers and sales professionals joined together at the Park Plaza Riverbank Hotel in London for a day of panel discussions and educational masterclasses whilst networking and meeting relevant experts and peers.

“I was delighted to host a masterclass which focussed on how you set up and manage a cluster environment efficiently.

“We had a fantastic discussion around the need to cluster or not. Technological improvements and, quite frankly, trust in the discipline is enabling hoteliers to find real benefits by having their revenue management needs managed outside of the property team and off site.

“Clustering is a way of multiple hotels benefiting from a specialist in their field, with dedicated focus to support key decisions, both tactical and strategic, but with the hotel still being in control. It differs from centralisation which for me, is where decision making is taken away from the hotel teams and into a central team of specialists.

“Throughout my career it’s been clear to me that clustering works best when revenue management is an integral part of the culture and is lived and breathed throughout the hotel and during the masterclass we were able to explore what this meant in practice. In addition, where accountability should lie was another interesting point. In my opinion, this should be kept at hotel level and this is why here at Interstate, with a few small exceptions, we educate and coach general managers, revenue managers, M&E managers and front desk teams. Regular interaction between these key people and the hotel owners is also an advantage as they are incredibly savvy and have a huge interest in revenue management which can really be of benefit.

“Other key questions on the day included those around performance measurements and what skills and technologies are required to set up a revenue management cluster. I was also able to give an insight into Interstate’s School of Revenue Management which has been designed for aspiring or new revenue and cluster revenue managers. This is a week long programme and includes a large degree of marketing and digital learning, including softer skills of coaching and development and influencing skills which has revolutionised our approach in this area.”