Changing the game

Hotel Business is honored to partner with Kalibri Labs to publish the sixth and latest edition of “Demystifying the Digital Market & Guide to Commercial Strategy,” which discusses the state and future of hospitality and empowers the industry with invaluable insights and expertise. And the cover story of this issue, Changing the Game, takes a deeper dive into the book, which aims to do just that. For the authors, it is not just an extension of their jobs and what they do, it’s pretty evident that it’s also a labor of love.

This must-read, must-keep 150-plus-page publication provides hoteliers with the latest updates on the digital market, how hotel performance has changed post-pandemic and introduces practical ways to operate more effectively given the realities of a technology-driven world. Cindy Estis Green, CEO/cofounder, Kalibri Labs, collaborated with coauthors Mark Lomanno, partner/senior advisor, Kalibri Labs, and Dave Roberts, professor at Cornell University’s School of Hotel Administration and former Marriott revenue optimization executive, to bring their market intelligence and expertise in hotel benchmarking in the digital marketplace to the pages of this book. And, hence, to you.

The trio utilized Kalibri Labs’ platform to mine data from thousands of hotels to explore digital disruption and explain how it affects the economics of hotels. The book identifies the implications for hotel owners, operators and brands based on the significant changes in the giant digital technology platform companies.

Grounded in data and case studies, it provides context for why things are changing, and equips readers with practical tools and strategies to adapt to the digital disruption, reframe how performance is measured and shift the focus to the central driver of hospitality industry growth: techniques to improve profit contribution and, thereby, grow asset value.

As a part of this 2023 release, there’s a new section on commercial strategy, which is designed around the objective of growing hotel asset values, that defines a framework for this emerging discipline. Over several years, Kalibri Labs gathered extensive input from owners, operators and brands which have a shared interest in sustaining the health of the hotel ecosystem.  The resulting approach to commercial strategy focuses on the importance of measuring performance based on profit contribution and utilizing efficient customer acquisition methods.

Furthermore, along with the new guide, Kalibri Labs and its partners will offer commercial strategy certification.

As with all previous editions in the series, industry associations have sponsored the book to ensure it reaches a wide range of stakeholders. AAHOA, the largest association of hotel owners representing almost 60% of the U.S. hotels, the IHG Owners Association and the Hotel Asset Managers Association (HAMA) have taken a leadership role in recognizing the need to raise awareness throughout the hotel community on methods to improve asset values. In addition, key organizations with a global perspective, including HFTP and HSMAI, representing financial, technology and commercial teams, are all supporting efforts to build effective tools for commercial strategy to meet the challenges of the coming decades.

In addition to the printed book, the information will also be available as a digital download. More information to come on that soon, so stay tuned.