1. Transformation of Revenue Management to
OPTIMIZATION

3. 2015 Highlight Reel Increased Prism’s RM Team from 3 to 9
Concourse LAX up 28.7% to budget in total revenue
Baton Rouge 15% transient ADR growth from 2013
LQ Pearsall up 0.3% to budget
Maintaining +100% RPI at TX Hamptons - MSO
Hilton SFO up 1.7% in GOP
LQ Tucson up 37.4% in RPI Change
BW Tucson up 18.4% in RPI Change
Comfort Suites Carbondale up 1.7% to budget in total revenue and up 11.3% YOY
Created a Tucson RM Cluster – started with 2 hotels now 5

4. Navigating from Revenue Managers to
Full Steam Ahead
Navigating from Revenue Managers to
Revenue Optimizers

5. Definition of Management vs Optimization
Management – handling, dealing with or controlling
Optimization – the action of making the BEST or MOST effective use of a situation or resource

6. Why Optimization? When we Optimize, we… vs. Manage, we… Better Elevate
Upgrade
Enhance
Develop
Improve
Progress
Augment
Polish
Help
Lift
Administer
Conduct
Dominate
Govern
Handle
Maintain
Operate
Oversee
Regulate
Supervise
Direct

7. How do we Become Optimizers?
Refining of these positions from “Revenue Managers” into “Optimizers” include the following enhancements:
Proactively looking 12 months out for need times – both low and high demand – steering sales in this direction
Forecasting rolling 12 months to improve accuracy and to assist with point #1.
THRM – holding Directors accountable for managing more that transient and group rooms
Exposure for the Manager positions into THRM through the sales/catering directors for their full service hotels
Budgeting – revenue optimization directors/managers responsible for day by day budgeting
Revenue Optimization owns the forecasting for all properties that Prism Revenue Optimizers oversee

8. Optimized Job Titles VP Revenue Optimization
Area Director of Revenue Optimization
Director of Revenue Optimization
Cluster Revenue Optimization Manager
Revenue Optimization Manager

9. Area Director of Revenue Optimization
Multi-property leader of > $15M portfolio of hotels.
Total Hotel Revenue Optimization of hotels
Proactively looking into future alerting sales of need times
Forecasting rolling 12 months for full service hotels,
for select service
Forecasting/managing catering space
Complete annual budget, and strategies in business plan for all hotels in portfolio
Currently John and Morgen

10. Director of Revenue Optimization
Single, Full Service property leader > $10M in revenue
Total Hotel Revenue Optimization of hotel
Proactively looking into future alerting sales of need times
Forecasting rolling 12 months for full service hotels
Forecasting/managing catering space
Complete annual budget, and strategies in business plan
Currently Lynn and Volkan

11. Cluster Manager Revenue Optimization
Multi-property leader of < $15M in portfolio
Total Hotel Revenue Optimization of portfolio
Proactively looking into future alerting sales of need times
Forecasting rolling 12 months for full service, for select service
Working with DOS/DOC for full service hotels on catering space management and forecasting
Complete annual budget, and strategies in business plan
Currently Aneldy, Victoria, Ashlee on 2/1/16

12. Revenue Optimization Manager
Single Full Service Property < $10M in revenue
Total Hotel Revenue Optimization of hotel
Proactively looking into future alerting sales of need times
Forecasting rolling 12 months for full service
Working with DOS/DOC on catering space management and forecasting
Complete annual budget, and strategies in business plan
Currently Sallie and Ryan

13. Revenue Optimization Meetings
Standard Agenda Items
What do we do on a weekly/monthly/quarterly basis?
What do we do seasonally?
What can be delegated so RO team members have accountability? Stay engaged?

14. Standard Agenda Items
What do we do on a weekly/monthly/quarterly basis?
What do we do seasonally?
What can be delegated so RO team members have accountability? Stay engaged?

15. Revenue Optimization Meetings Objective
Standard Agenda Items
What do we do on a weekly/monthly/quarterly basis?
What do we do seasonally?
What can be delegated so RO team members have accountability? Stay engaged?

16. Revenue Optimization Meetings Agenda
STAR Report Review
Group Sales Pace
Productivity/Goals
Marketing Updates
Catering Pace
BT Updates and A360 Review
Reservations Updates
Future Demand (90 days) & Forecast Updates
Standard Agenda Items
What do we do on a weekly/monthly/quarterly basis?
What do we do seasonally?
What can be delegated so RO team members have accountability? Stay engaged?

17. Revenue Optimization Meetings Steps to Success
Outlook Calendar Invite to GM, DOS/M, BTSM, Rooms/Ops, FOM, Controller
Any material/reports to be shared ed to DORM prior to meeting
Team focus on agenda and 1 hour time frame
Team focus on total hotel revenue optimization
Follow up with outstanding items to be reviewed at a future meeting
Standard Agenda Items
What do we do on a weekly/monthly/quarterly basis?
What do we do seasonally?
What can be delegated so RO team members have accountability? Stay engaged?

18. Revenue Optimization Meetings Follow Up Notes
Standard Agenda Items
What do we do on a weekly/monthly/quarterly basis?
What do we do seasonally?
What can be delegated so RO team members have accountability? Stay engaged?

19. Revenue Optimization Meetings Teamwork
Standard Agenda Items
What do we do on a weekly/monthly/quarterly basis?
What do we do seasonally?
What can be delegated so RO team members have accountability? Stay engaged?

20. Open Forum