Mr. Song

Will Song

Co-Founder & Vice President of Revenue

Lights On Digital

As co-founder and vice president of revenue at Lights On Digital, Will Song works closely with clients on a variety of revenue-management solutions.

Mr. Song is a pricing expert with a passion for technology, bringing entrepreneurial insight in his ability to think outside the box on strategies to revive properties and tackle challenging situations. He has more than a decade of experience in revenue management, achieving record-breaking growth for clients in key hospitality metrics.

Mr. Song previously served as the senior revenue manager at Aqua Hospitality, Hawaiiís fastest-growing hospitality chain, where he managed revenue strategy for 15 properties.

His background also includes pricing strategy, marketing and product line management at several national and Hawaii-based technology companies.

Mr. Song holds a bachelorís degree in economics from The University of Chicago, where he studied optimal pricing algorithms. He routinely works with a variety of technology solutions, including Opera, roomMaster, RMS, SkyTouch, TravelClick, and Sabre SynXis.

Lights On Digital is a Honolulu-based digital marketing agency founded in 2014 with roots in the hospitality and visitor industry. The company pairs an in-depth understanding of hotels and resorts with the know-how and cutting-edge tools of a leading tech company.

Lights On works with more than 1,400 hotel rooms across nearly two dozen properties in Hawaii, the Northeastern and Western U.S., and the Caribbean. The company recently earned two Adrian Awards from the Hospitality Sales and Marketing Association International (HSMAI); and in 2017, it was honored with a Pele Award from the Hawaii Chapter of the American Advertising Federation.

Please visit http://www.lightsondigital.com for more information.

Mr. Song can be contacted at 808-213-3010 or will@lightsondigital.com

Coming Up In The September Online Hotel Business Review




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Feature Focus
Hotel Group Meetings: Blue Skies Ahead
After a decade of sacrifice and struggle, it seems that hotels and meeting planners have every reason to be optimistic about the group meeting business going forward. By every industry benchmark and measure, 2017 is shaping up to be a record year, which means more meetings in more locations for more attendees. And though no one in the industry is complaining about this rosy outlook, the strong demand is increasing competition among meeting planners across the board Ė for the most desirable locations, for the best hotels, for the most creative experiences, for the most talented chefs, and for the best technology available. Because of this robust demand, hotels are in the driverís seat and they are flexing their collective muscles. Even though over 100,000 new rooms were added last year, hotel rates are expected to rise by a minimum of 4.0%, and they are also charging fees on amenities that were often gratis in the past. In addition, hotels are offering shorter lead times on booking commitments, forcing planners to sign contracts earlier than in past years. Planners are having to work more quickly and to commit farther in advance to secure key properties. Planners are also having to meet increased attendee expectations. They no longer are content with a trade show and a few dinners; they want an experience. Planners need to find ways to create a meaningful experience to ensure that attendees walk away with an impactful memory. This kind of experiential learning can generate a deeper emotional connection, which can ultimately result in increased brand recognition, client retention, and incremental sales. The September Hotel Business Review will examine issues relevant to group business and will report on what some hotels are doing to promote this sector of their operations.