By Kaitlin Dunn, Writer, Hospitality Sales & Marketing Association International (HSMAI)
Spanning many cities from Bangalore to San Francisco, Apurv Batra, CRME, has a track record of leading record-setting revenue generation strategies within large, geographically diverse, distinguished organizations. Currently an area director of revenue strategy for Hyatt Hotels Corporation, Batra is HSMAI’s 2021 single/multi-use Revenue Professional of the Year — an award that will be presented during ROC Americas in Dallas on Sept. 29. Recently Batra sat down with HSMAI to share how his career has evolved and what this award means to him.
What’s been your career path in hospitality?
After working for many years with the Taj Group of Hotels in the Asia Pacific region, I relocated for a position with Taj in San Francisco. I worked there for four years and then joined Two Roads Hospitality in 2018, overseeing revenue management and distribution. In 2019, when Hyatt acquired Two Roads Hospitality, I worked through the transition and became part of the Hyatt family. I currently oversee revenue and distribution for the Motif Seattle and The Shay in Culver City, California.
Why did you decide to get into revenue management?
I’ve always been interested in finance and economics, and to add to that am a results-oriented and driven person who loves technology. That led me to believe a career in this field is ideal for me. Revenue management is precisely that catalyst between tactical deployments, while formulating and keeping in mind the strategic vision for the business.
Why is revenue management so important today?
To begin with, revenue management touches nearly every aspect of the hospitality industry. With revenue management coming to the forefront over the years with successful outcomes in business management, it has constantly challenged revenue leaders to think out of the box, which has led to continual innovations.
Despite the impact from COVID and immense disruptions, successful revenue management leaders have kept an open mind and stayed nimble, which has led to further adoption of technology and innovation in machine learning and AI that will become more mainstream in the coming years. Other businesses with similar characteristics of constrained supply, perishable inventory, or variable demand (golf, restaurants, parking, etc.) will be sure to jump onto these innovations in the near future.
What keeps you motivated after all these years?
There are many things that come to mind. Most importantly, there are very few dynamic revenue optimization industries as ours, that have such a high level of human engagement from geographically diverse backgrounds, which to me is inspiring. Revenue management is a multifunctional role and continues to evolve. Every day brings something new, and that keeps me passionate and on my toes. With the advent of technology, keeping in mind AI and machine learning, I still feel there is ample opportunity to learn and grow, which keeps it stimulating.
One of my favorite quotes is from Steve Jobs: “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.”
I’m glad that I can say that I truly love what I do, and grateful to be part of the Hyatt family.
What’s one of your proudest accomplishments?
Back in 2019, in my early days at Motif Seattle, it was a challenging assignment to oversee the transition into Hyatt. There were high owner expectations, and we all got together as a team to deliver. That was well-received and I was honored with Hyatt’s Revenue Director of the Year award, which was very gratifying.
What do you like to do in your spare time?
I’m really passionate about traveling, which has come to a standstill right now, but whenever there is an opportunity my wife and I love to travel.
What does it mean to get this award?
I’m truly humbled and honored to be recognized by HSMAI, the largest and most active hospitality marketing association in the world. A recognition such as this is honestly a true reflection of my team, and I’d be remiss not to thank all the brilliant folks that I am surrounded by that challenge, support, and encourage me each day. I’m grateful to be a part of the Hyatt family and the industry as a whole.
ROC Americas is part of HSMAI’s Commercial Strategy Week in Dallas on Sept. 27–30, 2021. Learn more.