World Panel
Viewpoint 8 April 2020

A Post-Crisis Top-3 Revenue Management Action Plan

Revenue Optimization

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A Post-Crisis Top-3 Revenue Management Action Plan
This viewpoint was created by
Scott Dahl, Program Director, Master’s Degree in Hospitality Strategy and Digital Transformation at Les Roches Global Hospitality Education
Robert Resurgent
Founder/CEO at The Revenue Company

This post-crisis plan needs to be very asset-specific. It will be critical to determine what works to your advantage. 

  1. Fully audit all your marketing assets, determine what can still be used post-crisis and what needs to be added. Become hypersensitive to sub-segmenting your market data. Define which markets and industries will recover the quickest, for example, assets in drive markets should recover the quickest. Assets that are group dependent should continue to be in contact with their clients, developing goodwill, so that those customers are ready to return to doing business.
  2. Help alleviate any fear of travel for those who are still wary to travel and make them feel more safe and healthy. You must discreetly address this issue in your messaging and execute it. This virus may permanently all some people's definition of how important clean is.   
  3. While the crisis is going on, become a leader in your community for the right reasons. Donate, offer food delivery services, this will be remembered post-crisis. 
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