Identifying Hotel Customers

Bharat Lall, MD, serves as president and CEO of Pinnacle Hotels USA. Headquartered in San Diego, Pinnacle Hotels oversees nine hotels, spanning 1,500 rooms, and 554 staff members. Across all locations, Dr. Bharat Lall and his staff seek to deliver unparalleled service to all clients.

Identifying customers enables hotel chains to orient their marketing to that type of customer, just as any other business must market to a demographic likely to buy its products. To determine a customer type, consider the means by which the customer would be most likely to learn about the hotel. Traveling businesspeople are liable to use travel agents or, more probably, websites to book accommodations. In such a scenario, hotels should update their website regularly and make sure travel agents are aware of their accommodations and services.

The best hotels match their services to the needs of their customer type. For instance, most hotels in Las Vegas maintain an in-house casino. Such services create another income channel for the hotel and foster customer loyalty. To engender even deeper loyalty, hotels may consider offering discounts as a means of encouraging repeat business.


Four Points by Sheraton San Diego Downtown Features and Amenities

With a passion for the hospitality industry, Bharat Lall, MD, transitioned his focus from medicine to real estate more than two decades ago. Among the first properties he purchased was a 12-room motel on Coronado Island, California. Over time, Dr. Bharat Lall purchased and sold more than 70 hotels. In 1998, he founded Pinnacle Hotels USA and continues to serve as its president.

Among the establishments in the Pinnacle Hotels USA portfolio is Four Points by Sheraton San Diego Downtown in California. Centrally located, Four Points is in close proximity to many San Diego attractions, including Balboa Park and Little Italy. In addition, the hotel is situated three blocks away from the Gaslamp Quarter.

The hotel offers skyline views and 220 newly updated rooms that are furnished with signature Four Points by Sheraton Four Comfort Beds and plush pillows. Each room includes an LCD flat screen television, a high-pressure shower, and complimentary high-speed internet access. For traveling professionals, a business center is available, as well as event spaces to hold corporate meetings. The on-site C3 Restaurant and Bar is open for breakfast, lunch, and dinner. It serves American fare ranging from cobb salad to classic All-American cheeseburgers.

AVID’s Summer Institutes – Professional Development Training

Since the 1990s, Dr. Bharat Lall has served as the president and CEO of Pinnacle Hotels USA, a real estate company that owns and manages nine hotels. Bharat Lall, MD, also supports his community by contributing to numerous nonprofit organizations, including Advancement Via Individual Determination (AVID).

A comprehensive education system that prepares students for college eligibility, AVID directs an annual three-day professional development training program called AVID Summer Institutes. The organization conducts the training seminars in nine cities across the country and hosts a wide range of educators from AVID’s 4,900 member schools and other institutions.

Designed for teachers, administrators, and counselors, the program reviews the latest AVID instructional strategies, as well as curricula focused on higher education readiness. Each AVID Summer Institute also includes presentations from students and educators who share examples of how AVID has impacted their lives. To become event speakers, the participants compete in a national writing contest along with thousands of contenders.

Survey Results Indicate Career Opportunities in Hotel Industry

The president and CEO of Pinnacle Hotels USA, Dr. Bharat Lall owns hotels as an affiliate of the Marriott, Hilton, Starwood, and La Quinta corporations. Bharat Lall, MD, currently manages nine hotels and 554 employees.

According to the American Hotel and Lodging Association (AHLA), the hotel industry offers a high number of above-minimum-wage jobs and career advancement opportunities. The organization recently partnered with WageWatch to conduct a survey covering 23 percent of the more than 50,000 hotels in the United States. Based on the responses from leading hotel management corporations and independent companies, almost 40 percent of hotels pay their entire workforce rates that are above minimum wage. The survey also found that around 85 percent of the respondents offer medical insurance to non-exempt employees. In addition to high wages and benefits, it was found that all of the respondents’ minimum-wage employees are eligible for promotion within two years.

AHLA and WageWatch cite the results of the survey in support of arguments against sweeping wage increase initiatives that they say could result in a slowed job market.

Tips for the Prospective Hotel Investor

An entrepreneur and investor in hotels, Bharat Lall, MD, serves as president and CEO of Pinnacle Hotels. Under Dr. Bharat Lall’s leadership, Pinnacle Hotels has secured affiliation with all major U.S. hotel chains and has built a portfolio of nine hotels with a combined 1,500 rooms.

Hotels and motels can lead to a significant return on capital for savvy investors. The first step for investors is to identify their target niche and select investment property based on this decision. For example, investors may be looking to gain a market share in upscale hotels, which historically have been more resistant to economic changes because of the relative stability of the business travel market. Other investors may be looking to cater to the extended-stay customer, whose purchasing activity is tied to commerce in the area.

Regardless of niche, hotel investors must carefully analyze economic predictions, such as the hotel’s revenue per available room (RevPAR). Calculated by multiplying average guest rate by occupancy rate, or by dividing total revenue by room count and occupancy days, this data set predicts the property’s income. Investors should also look at risk and return potential, which depend largely on the property’s location and its potential market. Finally, an analysis of current trends in the hotel industry gives investors a general sense of potential investment performance.

Predicted Trends in the Travel Industry for 2015

Since purchasing his first motel in 1990, Bharat Lall, MD, has been buying and managing hospitality properties for over two decades. Currently serving as the CEO and president of Pinnacle Hotels USA, a San Diego, California-based organization which he founded in 1998, Dr. Bharat Lall regularly stays up-to-date on different trends and changes within the hospitality and travel industries.

Like most other industries, the hospitality and travel trades regularly see changes and fluctuations, and already experts within the field are predicting traveling trends for 2015. Most are foreseeing a greater demand for cost-effective travel and the increased use of mobile devices. According to the president of Hotwire, Henrik Kjellberg, travelers are turning to their mobile devices more often for their bookings and travel plans. Because the use of social and digital travel planning is expected to grow into 2015, mobile users will likely be drawn to those travel vendors who offer discounts for booking through a mobile device.

Experts also predict that an increased number of travelers will be looking to save money in 2015; due to this, advance bookings may rise since many companies within the hospitality industry reward the practice with various discounts and sales. Additionally, travelers may choose travel packages more often and seek out discounts that are being offered for booking through specific means.

Anticipated Hospitality Industry Trends for 2015

Bharat Lall, MD, has distinguished himself in the hotel industry as owner of Pinnacle Hotels. Dr. Bharat Lall founded the company in 1998 and has since managed successful properties in both California and Texas.

Both STR Global and Tourism Economics, recognized authorities in trend aalysis, expect hotel occupancy to increase by 0.6 percent in 2015. The same experts also suggest that average daily rate (ADR) will increase by more than 4 percent, while revenue per available room (RevPAR) is expected to increase by nearly 5 percent to more than US$76.

STR Global also expects group rates to increase over 2015 and into 2016, based on negotiations currently in process. Experts attribute these increases largely to an expected 2.6 percent increase in demand compared to a 1.2 percent growth in supply. When analyzed in combination with internal records of a hotel’s past and present performance, these trends can help owners and investors make decisions about staffing and future rate increases or decreases.