Sales and Marketing
We see revenue generation as a key to your success. Our highest priority is to gain a detailed understanding of market conditions, including demand generators, the strengths and weaknesses of competitors as they relate to our assets, any potential development impact that may affect us and the overall economic factors impacting the markets in which we are operating. Once this is done, we have a very structured approach to market penetration, using direct sales efforts to build customer loyalty, account penetration and ultimately, market dominance.

• Develop a measurable direct sales effort and identify the key demand generators in market, as well as in feeder markets
• Document account penetration, develop road maps through major demand generators, identify organizational buying patterns, decision makers and obstacles in each organization
• Streamline eCommerce tools including search engine optimization, online travel agency optimization, improve hotel website and electronic public relations distribution
• Develop targeted marketing plans using both electronic and traditional media based on feeder markets, demand type and optimal return on investment

THE RESULT: As a direct result of an aggressive direct sales effort our May 2009 opening of the Comfort Suites in Chicago was extremely successful, achieving full market penetration within 4 months of opening, taking more than our fair share of occupancy (a market that has declined 33% in revpar over the past year). This was accomplished through shifting well over $500,000 in local corporate business away from the competitive set and into our new hotel.


Revenue Management/Rate Maximization
Effectively managing rates and occupancy patterns requires constant attention. At PHS, we employ corporate oversight of this critical function to ensure the path to profitability is smooth and controlled. Our revenue management team continuously develops new tools to ensure we are dominating market share.

• Forecast tools specific to your hotel / market
• Competitive shop analysis daily, weekly, monthly
• Continuous oversight of online travel agency positioning and pricing
• Ensure all relevant distribution channels are engaged and maximized
• Ensure rate parity across all channels
• Communicate among all PHS hotels to discuss current trends

THE RESULT: Since implementing a revenue management team two years ago, we have driven 200% more traffic to our individual proprietary hotel websites and away from online travel agencies (Expedia, Travelocity) saving 25% in commission on each
reservation.


Hotel Operations
Through our focus on people, process and performance we have developed the unique ability to quickly analyze the effectiveness of an operation and create a streamlined environment that is wholly focused on the customer experience.

• Constant updating of processes and procedures that enable superior customer experiences
• Balanced scorecards that enable us to evaluate the effectiveness of property leaders
• Cost control tools for department level leaders to ensure maximum profitability
• Operational support and synergies of entire portfolio of hotels
• Monthly P&L analysis and reporting
• Labor cost analysis

THE RESULT: In the last 12 months, Washington DC market rates have declined by 8 to 10% significantly impacting revenue. Through implementing improved processes and benchmarking tools, Potomac’s five DC hotels have maintained an average of 65% flow through, making Gross Operating Profit targets despite market forces driving down room revenue.

Finance and Accounting
In our centralized accounting environment, we offer the expertise of not just one property level accounting representative, but an entire team of seasoned accounting professionals working to ensure that all decisions at the property are made with a clear
understanding of the impact on profitability.

• Accurate and detailed forecasting
• Monthly P&L analysis and reporting
• Internal audit
• Expense control
• Year-end financial reconciliations
• Tax support
• Comprehensive end of month reporting
• Capital improvement analysis and management
• PCI Compliance

THE RESULT: Potomac’s forecasting tools results in forecasting accuracy within 5% of actual performance. This accuracy allows PHS to book the most profitable pieces of business available and to proactively manage hotel expenses to meet the actual business levels through optimal staffing levels, pricing and inventory management.

Facility and Asset Care
With a team of well rounded engineers and craftsmen, our facilities care is exceptional. Our goal is to get the most out of your asset, protect capital investments and create an environment that is warm and welcoming to each customer.

• Detailed preventative maintenance program with remote monitoring capacity
• In-house renovation and project management from complete building change of use to light soft goods renovations and everything in between
• Capital improvement monitoring and consultation
• Energy audits
• Cost controls and streamlined purchasing

THE RESULT: Opened Comfort Suites hotel in downtown Chicago under budget vs. Choice’s mandated property improvement plan, while still delivering full brand compliance. Simultaneously, PHS successfully oversaw a $3,000,000 room renovation including design, purchasing and implementation at The Virginian Suites, a 261 room all-suite hotel in Rosslyn, VA. The project was completed on time and under budget.

Human Resources and Recruiting
Shaped by the understanding that our associates are one of our greatest assets, our human resources team ensures through recruiting, training and development that our associates are the best they can be. We know that our owners entrust multi-million dollar assets to us so we only hire the best and brightest.

• Complete benefits
• Labor and associate relations
• Labor compliance management
• Risk management and mitigation
• Quality of life and job specific experiential training and development

THE RESULT: Through personal engagement, targeted training and continued development PHS has achieved an industry leading 17% voluntary turnover rate, compared to the industry standard of 41% and industry giant Marriott at 18%.