As we dive into the evolving landscape of the hospitality industry, I’m thrilled to sit down with Katarina Railko, a seasoned expert in hospitality technology and data analytics. With a robust background in travel and tourism, as well as a passion for entertainment and events, Katarina has become a prominent voice at expos and conferences. Today, we’re exploring a groundbreaking partnership in the hotel sector that’s aimed at boosting profitability through innovative tools and training. Our conversation will touch on the challenges facing hotel owners, the power of data-driven decision-making, and the exciting programs designed to empower operators in today’s tough market.
How did the idea for a partnership focused on hotel profitability come about, and what specific industry challenges were you aiming to address?
The partnership was born out of a shared recognition that hotel owners are grappling with shrinking profit margins due to rising operational costs and sluggish revenue growth. Many operators have been focusing on top-line numbers, but that doesn’t always translate to a healthy bottom line. We saw a need to shift the focus toward sustainable profitability, especially in an environment where every decision counts. The goal was to provide tools and insights that help owners not just survive, but build a stronger financial foundation for the future.
What are the core objectives of this collaboration for hotel owners, and how does a profit-focused approach differ from traditional revenue growth strategies?
Our main objective is to empower hotel owners with the knowledge and technology to make smarter financial decisions. Unlike a revenue-only focus, which might push for higher occupancy or rates without considering costs, a profit-focused approach looks at the entire picture—how much money is actually staying in the business after expenses. It’s about identifying which bookings, channels, or segments are truly profitable and optimizing for those, rather than chasing volume that might not pay off.
Can you walk us through the technology at the heart of this partnership and explain how it helps uncover profitable opportunities for hotel operators?
Absolutely. The cornerstone is a sophisticated analytics platform that breaks down a hotel’s performance by rate, channel, and customer segment. It provides clear, actionable insights into where money is being made or lost. For instance, it might reveal that certain booking channels come with high commissions that eat into margins, or that specific rate plans attract guests who spend more on-site. This kind of data lets owners fine-tune their strategies, whether it’s adjusting pricing or rethinking marketing efforts, to maximize profit.
Tell us about the training programs being offered. What kind of skills are hotel owners learning through initiatives like the Certified Hotel Profit Strategist Program?
The Certified Hotel Profit Strategist Program is designed to teach hotel owners and managers how to think like financial strategists. It covers how to interpret data, spot trends, and make decisions that directly impact profitability. Participants learn to move beyond gut feelings or outdated methods and instead rely on hard numbers to guide their operations. It’s about building a mindset and skill set that prioritizes long-term financial health over short-term wins.
There’s also a new certification on the horizon. Can you share what hotel owners can expect from this upcoming program and who might benefit most from it?
The forthcoming Certified Hotel Profit Analyst Program will dive even deeper into data analysis. It’s tailored for those who want to master the technical side of profitability—think detailed reporting, forecasting, and benchmarking against market trends. While the Strategist Program is broader, this one is for folks who are ready to get into the weeds with numbers. It’s ideal for owners with larger portfolios or managers who handle multiple properties and need precise insights to stay competitive.
With the current operating environment being described as one of the toughest in years, what are some of the biggest pressures hotel owners are facing right now?
Hotel owners are dealing with a perfect storm of challenges. Rising costs—everything from labor to supplies—are squeezing margins, while demand hasn’t fully bounced back in many markets. Add to that the complexity of distribution channels and the pressure to keep rates competitive, and it’s easy to see why profitability is under threat. Many owners are also navigating tighter budgets for renovations or expansions, which makes protecting every dollar of profit even more critical.
How does this partnership help ensure long-term sustainability for hotel owners, particularly in safeguarding their margins and increasing asset value?
Sustainability comes from making informed decisions that protect profit over time. The tools we offer help owners identify where they’re losing money and plug those leaks—whether it’s renegotiating vendor contracts or shifting focus to more profitable guest segments. By consistently improving margins, owners can reinvest in their properties, whether through upgrades or expansions, which in turn boosts the overall value of their assets. It’s a cycle of growth built on a solid financial base.
Looking ahead, what is your forecast for the role of data and technology in shaping the future of hotel profitability?
I believe data and technology will become non-negotiable for hotel profitability in the coming years. The industry is moving toward a model where every decision— from pricing to staffing—will be backed by real-time insights. Those who embrace analytics will have a clear edge, as they’ll be able to adapt quickly to market shifts and guest behaviors. My forecast is that we’ll see even tighter integration of tech into daily operations, with platforms becoming more intuitive and accessible, leveling the playing field for smaller operators to compete with the big players.
