Nicole Adair, CRME

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

Nicole Adair, CRMEAs 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 (4)

Do we need a new revenue management toolkit for 2021?

Let's remind everyone what the primary goal of revenue management (RM) is: to ensure that the property sells the right product to the right customer at the right time for the right price on the right channel.

Will Google dominate hotel bookings?

Is Google going to be a winner amid and post COVID-19?Charlie thinks so. "They've improved their commission model and have the benefit of the integration with Google Maps, which positions them at the starting point of search.

Have the OTAs Been Weakened by COVID-19? Clip 1

Nicole is seeing OTA's getting their fair share of bookings during the COVID-19 crisis. Charlie sees hotels falling into two buckets coming out of the crisis:1. Opportunists - Never before have guests spent so much time on hotel websites, and never before has there been such a high risk of cancellations.

Will Under-30 Male Gamers Going to Save Hospitality?

Governments around the world are loosening restrictions brought on by COVID-19 and Nicole, Andrew, and Charlie talk about the current travel searches and bookings they are seeing. Full length interview.