Ms. Suckow

Shawna Suckow

Founder & President

SPIN (Senior Planners Industry Network)

Shawna Suckow, CMP, has been planning meetings and events since 1992. Her background includes seven years as a corporate planner for one of the world’s largest commercial real estate companies, and owning a third party planning company for 11 years.

In 2008, Ms. Suckow founded SPIN, the Senior Planners Industry Network, which is now the world’s largest association comprised strictly of senior-level planners, with 2,400 members. In 2012, she was named to Successful Meetings Magazine's Top 25 Most Influential in the Meetings Industry, as well as one of the Top 10 Women Influencers in Meetings & Events.

Ms. Suckow has written for several industry publications and spoken worldwide to industry audiences. In March, 2012, her first book, Planner Pet Peeves, was published. The book, available on Amazon, offers a revealing look at the way planners really think, act and make buying decisions today. Ms. Suckow is an avid speaker at industry events, and also consults with suppliers to help them rethink how they communicate and sell to planners.

Ms. Suckow is a Colorado native who has lived in Minnesota since 1999. For more information, visit www.shawnasuckow.com and www.spinplanners.com.

Ms. Suckow can be contacted at 651-452-5535 or shawna@spinplanners.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.