At this point in the cycle, every hotelier is doing whatever possible to push rate and occupancy to their most profitable levels. During the Hotel ROI segment of the 2017 Hospitality Law Conference, a panel titled “Maximizing revenues: Innovative ways to generate more $$$” gave attendees some ways to increase sales at their properties. Marketing techniques It’s important to do in-house and in-brand digital marketing, said Tom Segesta, GM of the Four Seasons Hotel Houston. After the property underwent a large renovation, the hotel staff took it upon themselves to focus on this avenue. Segesta said it’s important to have someone at the property focusing on it every day for several hours a week. The hotel previously used a Chicago company before taking social media efforts in-house. “We could get more of an emotional connection in-house compared to through a company in a different city,” he said. Get the full story at HNN