Mr. Schubach

Michael Schubach

Strategic Deployments / Program Management Director

Infor Hospitality

Michael Schubach has more than thirty years of Hospitality industry experience and is currently the Strategic Deployments and Program Management Director at Infor. Previous to this, Schubach was an industry writer and consultant working with many different organizations to develop strategies and content across the industry – from vendors to small and large hotel properties in North America, Asia, Africa and Europe.

He consulted on hospitality systems evaluation, specializing in PMS, S&C, POS, Inventory Procurement, Central Reservations Systems and related service systems. Schubach has also held the positions of Vice President of Product Management at Agilysys, Chief Information Officer at Trump Hotel Collection, Vice President of Resort Technology at Pinehurst Resort, and Vice President of Technology at Computerized Lodging Systems. Throughout his career he has supervised system installations at more than 2,500 hotel locations worldwide.

Schubach earned his undergraduate degree from the University of California at Santa Barbara focusing on History and Medieval Culture Studies. He later earned his MBA in Hospitality Management from Methodist University in Fayetteville, North Carolina. In December 2010, Schubach received the Certified Hospitality Technology Professional (CHTP) and Certified Hospitality Accountant Executive (CHAE) designations from Hospitality Financial and Technology Professionals (HFTP). He is a regular contributor to hospitality publications, a frequent speaker, lecturer, teacher and consultant. In 2015, Schubach was 38th inductee to the HFTP International Hall of Fame during HITEC in Austin, Texas.

When all is said and done, it is safe to say that he really, really likes the hospitality industry and everything that goes along with it!

Please visit htttp://infor.com for more information.

Mr. Schubach can be contacted at 646-336-1700 or michael.schubach@infor.com

Coming Up In The June Online Hotel Business Review




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Feature Focus
Sales & Marketing: Who Owns the Guest?
Hotels and OTAs are, by necessity, joined at the hip and locked in a symbiotic relationship that is uneasy at best. Hotels require the marketing presence that OTAs offer and of course, OTAs guest’s email when it sends guest information to a hotel, effectively allowing OTAs to maintain “ownership” of the guest. Without ready access to guest need hotel product to offer their online customers. But recently, several OTAs have decided to no longer share a data, hotels are severely constrained from marketing directly to a guest which allows them to capture repeat business – the lowest cost and highest value travelers. Hotels also require this data to effectively market to previous guests, so ownership of this data will be a significant factor as hotels and OTAs move forward. Another issue is the increasing shift to mobile travel bookings. Mobile will account for more than half of all online travel bookings next year, and 78.6% of them will use their smartphone to make those reservations. As a result, hotels must have a robust mobile marketing plan in place, which means responsive design, one-click booking, and location technology. Another important mobile marketing element is a “Click-to-Call” feature. According to a recent Google survey, 68% of hotel guests report that it is extremely/very important to be able to call a hotel during the purchase phase, and 58% are very likely to call a hotel if the capability is available in a smartphone search. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.