Leading with Confidence in an Era of Uncertainty

Hospitality Session

Hospitality professionals must continually leverage customer knowledge and insight to create and execute guest-focused marketing campaigns for improved loyalty and ROI. Campaigns that build brand preference are crucial, and in today’s economic environment, it is just as important to understand which marketing elements work in order to maximize marketing dollars.

What are the best techniques for making more accurate behavior, preference and value predictions? The first step on this journey is to build a complete view of your guests through analytics and then provide that information to the entire organization to help drive profitability and a true competitive advantage.

Key takeaways:

• How to build and leverage guest insight to retain profitable customers
• Best practices for guest segmentation – to predict and personalize customer interactions
• How to optimize customer experiences and maximize value

Presentations

3:15 p.m. – Innovating with People, Strategy and Technology
Nell Williams, Vice President, Global Revenue Management Deployment and Systems Strategy, Marriott International 

Revenue management is a discipline of innovation. To achieve continuous improvement in revenue performance and capture future opportunities, knowledge must be leveraged, winning strategies created and technology developed.

Learn how Marriott constantly strives to improve its revenue management through people, strategy and technology across all levels and practices within its organization.

Key takeaways:

• Promote innovation by creating a synergy between people, strategy and technology.
• Boost performance and credibility by delivering analytics throughout an organization.
• Realize interdepartmental improvements by creating an innovative strategy that takes advantage of best practices and automation.

Speaker

Nell Williams
Vice President, Revenue Management Deployment and
Systems Strategy
Marriott International

Nell Williams’ current areas of responsibility include the deployment of Revenue Management staff in the field and the system strategy and decision support solutions that enable them to be effective. She is the business owner of Marriott’s award-winning One Yield system, which provides pricing, yield and forecasting capabilities to Marriott’s Revenue Management, Sales and Finance organizations. Williams also leads Marriott’s Global Revenue Management Remote Solutions organization, which provides revenue management oversight to more than 500 Marriott hotels globally.

Since joining Marriott almost 25 years ago, Williams has held a variety of positions in Marriott hotels and at corporate headquarters in the sales and marketing and operations disciplines.

Williams holds a master of business administration degree in marketing and finance from Boston College and a bachelor’s degree in English literature from the Catholic University of America.