COLLECTIVE #RevMarketingAutomation

A series of 3 online think-tanks. Discussing the opportunities of Revenue Management and Marketing Automation in Hospitality.

Co-hosted by Userguest and

[On-Demand] Session #1 - Exploring the Concept of Revenue Marketing Automation (RMA)

Erik Muñoz (Userguest), Amanda Du (Penta Hotels), and Deniel Frey ( joined host Lea Jordan for the first session to share their expertise and to discuss aspects such as:

  • What is Revenue Marketing Automation (RMA)?
  • What is the gap between Marketing & Revenue Management teams in hotels about?
  • How can we bridge the gap between Marketing and Revenue Teams?
  • How does this change the landscape for Marketing & Revenue teams, what are the benefits?


[On-Demand] Session #2 - Applying Revenue Marketing Automation (RMA) to Hotel Websites

Erik Muñoz (Userguest), Eva Kaminski (MEININGER Hotels), and Tobias Koehler (BIG MAMA Hotels) join host Lea Jordan for the second session to share their expertise and to discuss aspects such as:

  • What are the opportunities for closing the gap between Revenue Management and Marketing? 
  • Why is Revenue Marketing Automation necessary?
  • How to better understand users' behavior on the hotel website?
  • What's the role of Automation here?
  • What's the role of Personalization here?


[On-Demand] Session #3 - Opportunities of Revenue Marketing Automation strategies in the Hospitality

Erik Muñoz (Userguest), Daniella Boeken (Ruby Hotels), and Daniela Hupfeld (Pierre & Vacances) join host André Baljeu for this session to share their expertise and to discuss aspects such as:

  • Is it possible to implement revenue strategies directly on the hotel website?
  • How do hotels know which strategies to apply and when?
  • What about agility and being able to adjust existing strategies? 
  • How to boost demand strategically on specific dates?
  • How to effectively influence the length of stay booked on
  • How to apply revenue strategies to and how to create visibility of revenue strategies via the hotel website?


About the Panelists

Erik Muñoz, Chief Revenue Officer at Userguest

Erik has deep experience across the hotel tech ecosystem including property management systems, online distribution and revenue management. Originally from Australia, Erik has been based in the UK for the last 10 years and prior to that, he worked extensively with hotels and resorts across the Asia-Pacific region. During his extensive career, Erik has headed up sales teams for hotel tech companies such as SiteMinder, Vertical Booking, PriceMatch, and most recently Lybra, just to name a few. He is truly passionate about hotel tech and is highly respected within the industry, often being invited to speak at key events, forums and webinars. He has an active voice on Twitter and LinkedIn, where he often shares insights about hotel tech and moderates various revenue specific content.

Connect with Erik on Linkedin.

Daniella Boeken, Group Vice President Commercial and member of the Executive Board at Ruby Hotels

Daniella Boeken is the Group Vice President Commercial and Member of the Executive Board at Ruby GmbH. In her role, Daniella is responsible for the strategic direction of Ruby’s commercial departments, including Sales; Marketing; Revenue Management; Reservations and Group Reservations.

Born in the Netherlands, Daniella has been active in the international hospitality industry for 15+ years, in New Zealand; China; Hong Kong and Germany. Daniella studied international hospitality management at the Hotel School The Hague and has worked professionally for global hotel chains such as IHG and Marriott in the areas Rooms Division; F&B; Sales and Revenue Management. Daniella developed a track record as a commercial leader, developing structures, processes, and synergies between different teams, in order to grow revenues while increasing efficiency. Prior to her current role, Daniella was active at the HR Group, where she built up the commercial departments as Commercial Vice President for a diverse portfolio from franchise partners including Hyatt; Accor; Dorint; Wyndham and Deutsche Hospitality.

With Daniella's international experience and expertise in the commercial hospitality industry, she strengthens Ruby’s promising expansion vision. Ruby currently operates 15 hotels and 4 workspaces and has another 19 hotels in the pipeline both in Europe and Asia.

The Munich-based Ruby Group under the leadership of founder and CEO Michael Struck is breaking new ground with its Lean Luxury philosophy. With a lean organisational structure and concentration on the essentials, Ruby succeeds in creating a contemporary, affordable form of luxury for modern, cost and style-conscious customers. Founded in 2013, the Group already operates 15 Ruby hotels, with a further 19 hotels under construction or in the planning phase. Ruby is expanding into Asia with the joint venture Ruby Asia, founded in 2018. Ruby also offers Ruby Workspaces in Munich, Hamburg, Dusseldorf, Amsterdam, and Vienna – perfectly equipped workplaces and a creative atmosphere with access to an inspiring office community. Financially strong partners support Ruby’s expansion. ECE Group; the Austrian Soravia Group; Franger Investment, a German family office; Ocean Link, a private equity fund; the entrepreneur Michael Hehn, and Michael Struck jointly hold the company shares.

Connect with Daniella on LinkedIn.

Daniela Hupfeld, Commercial Director at Pierre & Vacances and Member of Revenue Management Advisory Board at HSMA Deutschland

Daniela Hupfeld is Commercial Director at Pierre & Vacances for Spain, leading the sales department and building the new revenue management team. Daniela is directly responsible for the revenue management itself as well as for managing sales, reservations, online marketing and communication. Daniela has extensive experience in yield management, having held positions in companies such as Thomas Cook Hotels & Resorts, Europcar, NH Hotels and Radisson Hotels.

The Pierre & Vacances-Center Parcs Group is the European leader in local tourism. Created in 1967, it develops and manages innovative and environmentally-friendly holiday and leisure concepts offering the most attractive European seaside, mountain, countryside and city destinations

Connect with Daniela on LinkedIn.

Eva Kaminski, Regional Revenue Manager at MEININGER Hotels

Eva Kaminski started her career working at the front office and later the reservation department, gathering valuable operational context for her next job - as Revenue Manager. In this new position, she gained experience working with individually managed hotels and different hotel chains, before deciding to join MEININGER Hotels as Regional Revenue Manager.

With the main focus on the strategic market orientation and positioning for all 34 MEININGER hotels along with new openings, she is also responsible for coaching and supporting the Cluster Revenue Manager team. A deep understanding of the hospitality industry helps her not only to optimize the pricing and profits but also to improve internal and cross-departmental processes.

Connect with Eva on LinkedIn.

Tobias Koehler, Chief Commercial Officer at BIG MAMA Hotels

Tobias Koehler is a hotelier with over 13-years’ experience in various marketing and IT roles within the Hospitality Industry. Having received both Bachelor’s and Master’s degrees from universities in Germany and New Zealand covering the business and technological aspects of the Hospitality and Tourism industries, he has now an especially well-fitting role as the Chief Commercial Officer at BIG MAMA Hotels.

Tobias also serves as Executive Committee Member for Technology - Fachvorstand Expertenkreis Technologie - at HSMA Germany e.V.

Connect with Tobias on LinkedIn.

Amanda Du, Head of eCommerce at Penta Hotels

Amanda Du is a passionate digital marketing leader with demonstrated experience in driving online business, revenue, and customer retention in the hospitality industry across Asia Pacific and Europe. She is Head of eCommerce for Penta Hotels, responsible for revenue and CRM. She is a big believer in connecting Revenue and Marketing and collaboratively achieving business goals.

Connect with Amanda on Linkedin.

Deniel Frey, Vice President Revenue Management at and Member of Revenue Management Advisory Board at HSMA Deutschland

Deniel has been working for more than 15 years in the profession of Revenue Management, in various roles at Hyatt Hotels & Resorts, Concorde Hotels, Sofitel, and four years abroad for Principal Hotels in the UK. Since 2018 Deniel has been Vice President Revenue Management at Deniel is also teaching revenue management at hospitality-focused schools and universities and is a member of the Revenue Management Expert Circle at HSMA Germany.

Connect with Deniel on Linkedin. is one of the largest hotel operators in Germany. The family-run company is based in Bad Arolsen, Hesse, with around 3.000 employees. The portfolio includes the brands Hyperion, H4 Hotels, H+ Hotels, H2 Hotels, as well as H.omes and H.ostels, which are marketed and distributed under the umbrella brand

The steadily growing hotel group is currently present in 50 different destinations in Germany, Austria, and Switzerland with 60 hotels. For more information about the company and all hotels, visit

[Host] Lea Jordan, Co-Founder at

Connect with Lea on Linkedin.

About the COLLECTIVE series

Online Think-Tanks for the Hotel Industry, streamed live on Linkedin and Youtube.

The COLLECTIVE sessions are co-hosted by and our members. The hotel industry's open sessions for all industry stakeholders facilitating exchange, relationship-building, and knowledge transfer, inviting the community to actively take part by adding their questions and views, too.

Join us live, discuss with us, hear from our guest speakers, and connect.

About COLLECTIVE #HotelierPULSE, co-hosted with Guestcentric and Great Hotels of the World

About COLLECTIVE #MICEBEAT, co-hosted with Great Hotels of the World

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