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 April Online Hotel Business Review




Feature Focus
Guest Service: The Personalized Experience
In the not-too-distant future, when guests arrive at a hotel, they will check themselves in using a kiosk in the lobby, by- passing a stop at the front desk. When they call room service to order food, it will be from a hotel mobile tablet, practically eliminating any contact with friendly service people. Though these inevitable developments will likely result in delivered to their door by a robot. When they visit a restaurant, their orders will be placed and the bill will be paid some staff reduction, there is a silver lining – all the remaining hotel staff can be laser-focused on providing guests with the best possible service available. And for most guests, that means being the beneficiary of a personalized experience from the hotel. According to a recent Yahoo survey, 78 percent of hotel guests expressed a desire for some kind of personalization. They are seeking services that not only make them feel welcomed, but valued, and cause them to feel good about themselves. Hotels must strive to establish an emotional bond with their guests, the kind of bond that creates guest loyalty and brings them back time and again. But providing personalized service is more than knowing your guests by name. It’s leaving a bottle of wine in the room of a couple celebrating their anniversary, or knowing which guest enjoys having a fresh cup of coffee brought to their room as part of a wake-up call. It’s the small, thoughtful, personal gestures that matter most and produce the greatest effect. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.