| Orlando,
FL � May 2005 � The Educational
Institute (EI) of the American Hotel & Lodging Association is launching
a new professional certification aimed at validating the knowledge and
skills of property-level revenue management directors. The Certified Hospitality
Revenue Manager (CHRM) was developed in response to an increasing number
of requests from revenue managers for certification, as well as the recognition
of the vital role of this position to successful properties. The program
begins July 1, 2005.
�I
can think of no area that is of more importance today than being able to
manage the revenue stream of the property. A firm understanding of the
marketing segmentation pertinent to your hotel and how to maximize revenues
from those segments is critical to the property�s operation. Certification
in this area demonstrates a firm understanding of the concepts and application
of this critical field,� stated Dr. Caroline A. Cooper, CHA, executive
director, business and hospitality relations, Johnson & Wales University,
and chairman of EI�s Certification Commission.
Emmanuel
Agon, director of revenue management for The Westin Grand Bohemian, Orlando,
Fla., was a member of the focus group that helped to develop the new certification.
He believes that the CHRM will serve a valuable purpose in the hospitality
industry.
�For
many years, revenue management has been delegated to sales and marketing
or to the front office. This certification will help validate revenue management
as a professional career choice,� said Agon. �Certification will serve
as a useful tool for prospective employers looking to hire the best in
their field as well as benchmark skill sets that every revenue manager
should possess regardless of brand, location, property size, or level of
service.�
Other
members of the CHRM focus group include:
-
Melanie
Buller, regional director of revenue management, Davidson Hotel Company
-
James
Ruttley, vice president, IDeaS Revenue Optimization
-
Emma
Farmer, director of operations, SREE Hotels
-
Richard
Brooks, CHA, TWE Group, Inc.
-
Victoria
Edwards, vice president, strategic development, Buckhiester USA, Inc.
-
Adrian
Sugars, director of revenue management, Homewood Suites by Hilton
Candidates
for the Certified Hospitality Revenue Manager program must have a minimum
of one year of full-time experience in a qualifying position, in which
50 percent or more of the duties and responsibilities involve revenue management.
Candidates may also qualify with three months in a qualifying position
plus a two-year or higher hospitality degree from an accredited institution
or completion of the Educational Institute�s five-course Marketing and
Sales Management area of specialization.
�Success
in today�s fast-paced online world of selling our products and services
requires an entirely new set of skills and techniques. The role of the
revenue manager is crucial in maximizing every hotel�s return on investment,
and the Certified Hospitality Revenue Manager program provides targeted,
cost-effective training in the very skills needed to be successful in our
highly competitive industry,� said Mike Mallot, director, brand training,
Hilton Hotels Corporation.
Program
fees for the CHRM are $275 for employees of AH&LA member properties
in the United States and Canada, or $350 for employees of non-AH&LA
member properties and all properties outside the U.S. and Canada. The fee
includes the CHRM Study Guide; application and exam fees; and certificate,
lapel pin, and CHRM designation for candidates who pass the certification
exam.
For
information or to request an application, contact the Educational Institute�s
Professional Certification Department at 888-575-8726, or visit EI�s Web
site at www.ei-ahla.org.
About
Educational Institute (EI)
Established
in 1953 as a nonprofit educational foundation of the American Hotel &
Lodging Association, the Educational Institute is the premier source for
quality hospitality education, training, and professional certification,
serving the needs and advancing the excellence of hospitality schools and
industries worldwide.
Contact:
Elizabeth
Johnson
Public
Relations Manager
www.ei-ahla.org
517-318-2359
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