Ms. Fairman

Tracy Fairman

Co-owner and CEO

EproDirect

Tracy Fairman,co-owner and CEO of EproDirect, has been involved hospitality sales and marketing for over 20 years, previously with Marriott and Adam’s Mark.

Ms. Fairman established EproDirect in 2002 as a marketing & technology company that focuses on the meetings and conventions segment of the hospitality industry.

Ms. Fairman was honored in 2007 with HSMAI’s “Top 25 Most Extraordinary Minds in Hospitality & Travel Sales & Marketing” Award. She earned her CMP (Certified Meeting Professional) from the Convention Industry Council in 2013 and her CHDM (Certified Hospitality Digital Marketer) from HSMAI in 2014.

Ms. Fairman is involved in many industry organizations and currently sits on the Marketing Section Council with ASAE and CMP Conclave Education Task Force with the CIC.

Ms. Fairman can be contacted at 561-417-5513 or tracy.fairman@eprodirect.com

Coming Up In The October Online Hotel Business Review




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Feature Focus
Revenue Management: Technology and Big Data
Like most businesses, hotels are relying on technology and data to drive almost every area of their operations, but perhaps this is especially true for hotel Revenue Managers. There has been an explosion of technology tools which generate a mountain of data – all in an effort to generate profitable pricing strategies. It falls to Revenue Managers to determine which tools best support their operations and then to integrate them efficiently into their existing systems. Customer Relationship Management, Enterprise Resource Planning, and Online Reputation Management software are basic tools; others include channel managers, benchmark reports, rate shopping tools and review systems, to name a few. The benefits of technology tools which automate large segments of a Revenue Manager’s business are enormous. Freed from the time-consuming process of manual data entry, and having more accurate data available, allows Revenue Managers to focus on analysis, strategies and longer-term decision-making. Still, for most hotels, the amount of data that these tools generate can be overwhelming and so another challenge is to figure out how to effectively utilize it. Not surprisingly, there are some new tech tools that can help to do exactly that. There are cloud-based analytics tools that provide a comprehensive overview of hotel data on powerful, intuitive dashboards. The goal is to generate a clear picture, at any moment in time, of where your hotel is at in terms of the essentials – from benchmarking to pricing to performance – bringing all the disparate streams of data into one collated dashboard. Another goal is to eliminate any data discrepancies between finance systems, PMS, CRM and forecasting systems. The October issue of the Hotel Business Review will address all these important developments and document how some leading hotels are executing their revenue management strategies.