Mr. Kotrba

Bill Kotrba

VP of Industry Strategy, Leisure, Travel & Hospitality

JDA Software

Bill Kotrba is Vice President of Industry Strategy for the Leisure, Travel and Hospitality practice at JDA Software. In this role he has the opportunity to consult with hotel managers and executives frequently on the subject of pricing and revenue management best practices, systems and techniques. As leader of one of the top RM software providers in the Hospitality space he has constant exposure to industry best practices and the most technologically advanced approaches that are available.

Mr. Kotrba is passionate about the hotel business and how it intersects with the art and science of revenue management. As a young person who had stayed in over 1,000 hotels before his 25th birthday, the industry and its commercial management became a subject of fascination. Mr. Kotrba went on to study pricing and revenue management at the Cornell University School of Hotel Administration while earning an MBA degree at Cornell.

Mr. Kotrba’s career in revenue management has spanned every facet of the discipline and he has “lived” on both the client side as a revenue manager and the vendor side in his current role.

After earning his MBA, Mr. Kotrba joined Northwest Airlines where he held a variety of analytical and leadership roles in pricing and revenue management over ten years in the air passenger business. Long-term planning and revenue forecasting, point-of-sale optimization, tactical pricing and yield management, as well as broader marketing functions were added to his resume along the way. In 2007 he was recruited to lead revenue management and network planning for Northwest Cargo, with nearly $1 billion of revenue and 14 dedicated 747 freight aircraft under management. Following the acquisition of Northwest by Delta Air Lines, Mr. Kotrba held the same position for one year as head of revenue management at Delta Cargo.

Mr. Kotrba has been an advocate within JDA Software and with hospitality clients for the transition away from traditional revenue management—using static fare classes and inventory controls—to Price Optimization whereby a revenue management system recommends optimal pricing for every stay-night. “In today’s hotel environment with instant price transparency via the Internet,” he says, “understanding price elasticity and customer willingness-to-pay are the biggest untapped source of revenue upside and profit improvement for today’s hotels.”

Mr. Kotrba can be contacted at 480-308-3000 or bill.kotrba@jda.com

Coming Up In The August Online Hotel Business Review




{300x250.media}
Feature Focus
Food & Beverage: Multiplicity and Diversity are Key
The challenge for hotel food and beverage operations is to serve the personal tastes and needs of an increasingly diverse population and, at the same time, to keep up with ever-evolving industry trends. In order to accomplish this, restaurateurs and hoteliers have to flex their creative muscles and pull out all the stops to satisfy their various audiences. One way to achieve this is to utilize existing food spaces in multiple ways at different times of the day. Lunch can be casual and fast, while dinnertime can be more formal and slower paced. The same restaurant can offer counter service by day but provide table service by night, with a completely different menu and atmosphere. Changes in music, lighting, uniforms and tabletop design contribute to its transformation. This multi- purpose approach seeks to meet the dining needs of guests as they change throughout the day. Today’s restaurants also have to go to great lengths to fulfill all the diverse dietary preferences of their guests. The popularity of plant-based, paleo, vegan, and gluten and allergen-free diets means that traditional menus must evolve from protein-heavy, carb-loaded offerings to those featuring more vegetables and legumes. Chefs are doing creative things with vegetables, such as experimenting with global cuisines or incorporating new vegetable hybrids into their dishes. Another trend is an emphasis on bold and creative flavors. From chili oil to sriracha to spicy maple syrup, entrees, desserts and beverages are all being enhanced with spice and heat. The August issue of the Hotel Business Review will document the trends and challenges in the food and beverage sector, and report on what some leading hotels are doing to enhance this area of their business.