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BITAC Sales & Marketing Revenue Management Summit: Insights from Hospitality Industry Leaders

By Gavin Fraser | February 26, 2024

A recent panel discussion at the very first BITAC Sales & Marketing Revenue Management Summit event brought together esteemed leaders from the hospitality industry, offering valuable insights into the intricacies of their roles, organizational challenges, and strategic approaches to driving success in a competitive market.

Moderated by Nick Horgan, Chief Commercial Officer at Amaze Insights, the panel comprised seasoned professionals including Kimberly Furlong, Chief Commercial Officer at Atrium Hospitality; Kristie Goshow, Chief Commercial Officer at KSL Resorts; Jamie Pena, Chief Revenue Officer at Omni Hotels; and Gary Spencer, Senior Vice President of Corporate Sales Strategy at Aimbridge Hospitality.

Gary shed light on the unique challenges faced by large organizations like Aimbridge Hotels, emphasizing the diversity of segments they manage, spanning economy, full service, resorts, independents, and lifestyle brands. This comprehensive portfolio presents a distinct challenge in terms of strategic alignment and operational efficiency.

Jamie offered insights into her experience working with Omni Hotels, highlighting the importance of cross-functional collaboration in achieving organizational goals. Kristie echoed this sentiment, emphasizing the value of being a first mover in the industry and pushing teams to innovate and problem-solve proactively.

Kimberly shared her strategies for optimizing function space at Atrium Hospitality, emphasizing the importance of instilling a revenue management mindset akin to that used for room inventory. She stressed the need to empower teams to experiment and learn from failures, fostering a culture of continuous improvement.

Nick then asked Gary about his outlook for 2024 on the group market side. Gary provided a forward-looking perspective on the group market outlook for 2024, emphasizing the importance of maintaining service levels amidst healthy ADR growth. He cautioned against the common pitfall of lowering rates to stimulate demand, highlighting the need for a balanced approach to pricing strategy.

The panelists also shared their favorite properties within their respective portfolios, showcasing the unique offerings and rich histories of these establishments. Jamie highlighted the Grove Park Inn in Asheville, NC, renowned for its spa built into the mountain. Kristie shared her fondness for the Paso Robles Inn, a historic property known for its growing association with wine culture.

In discussing leadership approaches, Kimberly emphasized the importance of core values such as respect and inclusion, which serve as guiding principles in empowering her team to excel. This commitment to fostering a positive work culture underpins the success of Atrium Hospitality and sets a precedent for organizational excellence.

The panel discussion provided invaluable insights into the dynamic landscape of the hospitality industry, offering strategic perspectives on organizational challenges, market outlook, and leadership principles. The diverse experiences and expertise shared by the panelists underscored the importance of collaboration, innovation, and a customer-centric approach in driving success in the ever-evolving hospitality sector.


Gavin Fraser

Gavin Fraser is an Editor at Hotel Interactive, a leading provider of online resources and information for the hospitality industry serving as a hub for industry news, trends, and insights. Gavin covers the hospitality sector for hotelinteractive.com, distributes its e-newsletter, and moderates panel discussions for the company’s BITAC events.

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