Nicole Adair, CRME

Director of Revenue Management Services at SHR, Sceptre Hospitality Resources, LLC

Nicole Adair, CRME

As Corporate Director of Revenue Management, Nicole’s current focus is to oversee operations for SHR’s Revenue Management for Hire department. In this role, she leads a team of experienced Directors of Revenue Management, serving SHR client hotels by improving and advancing their revenue generation and distribution strategies.

Nicole joined SHR in 2015 as an Area Director of Revenue Management after working in corporate revenue management for a diverse portfolio of hotels across mainland United States and Hawaii. As a Certified Revenue Management Executive (CRME), she has extensive experience in directing connectivity and channel interfacing initiatives for multiple CRS, PMS, and channel management platforms. She holds a Bachelor of Arts degree in Russian, and has a Masters in Hospitality Management.

Insights by Nicole Adair, CRME (8)

How to manage revenue in a pent-up demand era?

Revenue managers should feel good about the rate increases we are seeing in many markets today. We've learned valuable lessons from past recessionary events, and most hotels knew that dropping rate during the COVID pandemic would not spur demand, it would only put them at a long-term disadvantage when recovery eventually occurred.

Benchmarking: Moving beyond traditional comp sets and year over year comparison

Many, if not most, hotels have more than one comp set. Depending upon product, a hotel might find itself competing against a different mix for corporate vs. group vs. transient leisure.

Focus On Productivity: How COVID taught us to do more with less resources...

Unfortunately, COVID has been absolutely devastating for most hotels in literally every aspect of their business. This has catalyzed a global reset for the industry, and hopefully, as we begin to navigate recovery, we can draw on some of the lessons and positive changes to come out of this last year.

Is Rate Parity Obsolete?

Rate parity is not obsolete – it's still a major concern for hoteliers since many travelers still consider price as a main factor in their booking decisions. The third parties continue to dip into their margins to entice travelers with slightly lower rates, and the increasing prevalence of metasearch sites, particularly Google, highlight these slightly discounted rates now more so than ever.

Do we need a new revenue management toolkit for 2021?

All hoteliers, whether just getting started with revenue optimization or already operating within an established RM culture, need a new revenue management toolkit for 2021. Our industry is notoriously slow to adopt new technology, and our current market situation should serve as a catalyst for *everyone* to re-evaluate their previous approach.
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