Donald Urbahn, VP of sales & revenue management, New Castle Hotels and Resorts
“As we move through this period of slower growth, hotels need to get more than their fair share of every dollar spent in the market. Strong revenue management can make that happen. Our internal revenue management resources adjust strategy as often as necessary, many times more than once a day, to address market challenges and opportunities that present themselves. It’s a cost neutral alternative to brand support, and for 2019, the hotels that have adopted this new practice outpaced their comp set in RevPAR growth.

“Similarly, we’re internalizing digital marketing services, as part of an overall initiative to take greater control of our own destiny. As with revenue management, there are great resources available, but we’ve found that we get better results with a team that’s focused on leading the market, not just achieving a fair share.”