Mr. Ellis

Bernard Ellis

Vice President of Industry Strategy

Infor Hospitality

Bernard Mr. Ellis is responsible for defining the global go-to-market strategy for the entire Infor solution suite for the hospitality, travel, and leisure industry vertical. In addition to general product positioning, brand messaging, and industry relations, Mr. Ellis also directly oversees product management of Infor’s hospitality-specific PMS, RMS, and POS industry applications, and pursues their tight integration with Infor’s world-class solutions for financial, human capital, enterprise asset, customer experience, and dynamic enterprise performance management. Mr. Ellis also guides these other solution groups on the “last mile” functionality required to achieve specialized hospitality editions that outperform best-of-breed industry solutions, yet are still cost-effective to implement. With his launch of Infor CloudSuite™ Hospitality in 2014, Mr. Ellis marked over 15 years of evangelizing SaaS solutions.

A 25-year hospitality technology industry veteran, Mr. Ellis is especially well suited to ensure the alignment of all Infor hospitality sales, marketing and product management objectives. Prior to Infor, Mr. Ellis held executive positions with IDeaS, a SAS Company, SynXis, now part of Sabre Hospitality, and Micros-Fidelio, now part of Oracle Hospitality. With his broad background in on-property systems, distribution, and revenue management, and having managed strategic initiatives with leading hoteliers like Carlson, Four Seasons, MGM, Kimpton, and the Preferred Hotel Group, Mr. Ellis brings a unique mix of hotel technology experience to the Infor team.

Mr. Ellis is a Certified Hospitality Technology Professional (CHTP), as designated by Hospitality Financial and Technology Professionals (HFTP), and a Certified Revenue Management Executive (CRME), as designated by the Hospitality Sales and Marketing Association International (HSMAI), for whom he has also served as a member of the Revenue Management Advisory Board and past President of the Metropolitan Washington, DC Chapter.

Mr. Ellis received a Master of Professional Studies (now MMH) degree from the Cornell University School of Hotel Administration, and a Bachelor of Arts degree from the College of William and Mary.

Based in Washington, DC, Mr. Ellis is a dual-citizen of the United States and Canada.

Mr. Ellis can be contacted at 202-232-3839 or bernard.ellis@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.