Your hotel has big goals.
Let's make sure you achieve them.
Running a hotel means juggling sales targets, marketing campaigns, and guest satisfaction, all while trying to hit the bottom line. Everyone is working hard… but not always together. When every department’s efforts roll up into one cohesive plan, your hotel doesn’t just meet its goals, it exceeds them.
GAIN
staff buy-in for revenue management
IMPROVE
teamwork across departments
INCREASE
your hotel's profit and market share
You need a partner, not another consultant.
I’ve been where you are. From sales to revenue management, I’ve seen how hard teams work, without always working together.
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The problem isn’t effort. It’s the lack of a clear framework that aligns sales, marketing, and operations.
The solution? A revenue strategy that unites every department under one plan. No more silos. No more firefighting. Just focus, collaboration, and results that grow the bottom line.
What You Will Gain
Holistic Approach
We don't just treat symptoms, we address the root causes of operational friction, looking at the entire commercial ecosystem rather than isolated departments.
Engaging Education
No more snooze-worthy training sessions. Our approach makes revenue management concepts accessible, actionable, and even (dare we say it) fun.
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Sustainable Results
We do more than just implement quick fixes. We build frameworks that foster ongoing collaboration long after our engagement ends.​
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The Zwibak Process
Identify
the problem
Design
the solution
Empower
the players
Unleash
the potential
Lynn Zwibak, CRME, CHDM, CHIA, CHE
Founder & CEO
Zwibak [ zwī-back ]
noun
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revenue-management expert
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professional teacher
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rhymes with tie-back
Meet Lynn Zwibak, CRME, CHDM, CHIA, CHE
Hospitality's Most Dynamic Advisor
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Our founder, Lynn Zwibak, is on a mission to help commercial strategy teams collaborate better to maximize hotel performance.
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If you ask Lynn how she ended up in revenue management, she’ll tell you it wasn’t exactly a straight line. Starting out in group sales, she quickly learned the tug-of-war that can happen when sales and revenue aren’t on the same page. That curiosity, plus her inherent analytical nerdiness, pulled her into revenue management, where she discovered the thrill (and occasional chaos) of turning data into strategy.
Over the last 20+ years, Lynn has worn many hats: sales leader, revenue director, training manager, consultant, professor, and even “translator” between departments that don’t always speak the same language. She’s led strategy at branded and independent hotels, consulted across the globe, and trained hundreds of professionals to see revenue not as a mysterious black box, but as a roadmap for growth.
Her global experience, living and working across Asia, Africa, and Latin America, gives her a perspective few others bring. She’s seen firsthand how cultural differences shape the way teams work, communicate, and even define success. That perspective allows her to adapt strategies to fit the people in the room, not just the numbers on a spreadsheet.
“Lynn is one of the most interesting people I know.”
- Janet Eason, Eason Branding
Hospitality’s Most Dynamic Advisor
What sets her apart is her style: part strategist, part storyteller. Lynn has a way of making numbers relatable, turning complex concepts into “aha” moments, and even sneaking in a laugh or two along the way. Her mission is simple: help hospitality teams break down silos, work smarter together, and drive results everyone can celebrate.
Lynn is an adjunct professor of revenue management at Virginia Tech University. With an MBA from Duke, a Cornell Hotel School foundation, and more industry certifications than she usually admits to at cocktail parties, Lynn brings both academic rigor and real-world savvy to her work. Her passion and energy prove that yes, she really does love teaching this stuff.
An Expert in Her Field
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Author of The Study Guide and exam for HSMAI’s Certified Revenue Management Analyst certification
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Published in multiple industry publications, including Hotel-Online, HospitalityNet, 4Hoteliers, and Hotel News Resource
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Conference speaker, including HSMAI and STR’s Hotel Data Conference
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Guest speaker at universities around the world
Mission
To build a culture of revenue management, empowering teams to work smarter together to achieve shared goals and optimize revenue.
Vision
A hospitality industry where revenue management is not a “black box,” but a shared language. One where sales, marketing, and revenue teams collaborate seamlessly, empowered with the tools, confidence, and clarity to deliver results that last.
Value Proposition
Identify and address revenue bottlenecks, skills gaps, and organizational misalignments
Educate commercial strategy team members on the value of revenue management and how they impact the strategy
Provide tailored solutions that drive measurable outcomes and sustainable progress
Commercial Strategy
[kuh-MUR-shul STRAT-uh-jee]
noun
A hotel commercial strategy is the unified plan that aligns sales, marketing, revenue management, and distribution to maximize long-term revenue, profit, and market share. It ensures all revenue-driving teams work toward shared goals rather than separate departmental KPIs.
SERVICES
Commercial Strategy
Your hotel doesn’t just need a strategy; it needs the right one. We go beyond cookie-cutter solutions to deliver a holistic selling strategy that’s tailored to your property, your market, and your team.
Holistic Selling Strategy Assessment
We take a deep dive into your current commercial approach—sales, marketing, distribution, and revenue management—to identify what’s working, what’s holding you back, and where the hidden opportunities lie.
Tailored Recommendations & Implementation Support
You won’t just get a slide deck that sits on a shelf. We provide clear, customized solutions and stick around to help implement them, ensuring your teams are aligned and ready to execute with confidence.
Commercial Strategy Alignment
We bridge the gap between sales, marketing, and revenue teams. The result? A cohesive commercial strategy that maximizes profit, minimizes friction, and keeps everyone rowing in the same direction
Revenue Management
Revenue management is more than just setting rates—it’s the engine that powers profitability. We help you optimize your systems, processes, and people to ensure you’re capturing every dollar of opportunity.
Point of Sale, Pricing, & System Audits
We evaluate your current setup—everything from POS systems to rate structures—to uncover inefficiencies and missed revenue. You’ll receive practical, prioritized recommendations designed to boost performance immediately.
Revenue Management for Hire
Not ready to hire a full-time revenue manager, or need extra support during transitions? We can step in as your outsourced revenue leader—handling strategy, forecasting, pricing, and reporting—while building the systems and processes that
set your team up for long-term success.
Future-Ready Practices
Whether it’s improving reporting, optimizing your distribution mix, or training your staff, we help your property adopt forward-looking practices that give you a competitive edge in a rapidly changing market.
Education
Revenue management can feel like a big unknown, but it doesn’t have to. Our education programs are designed to build confidence, strengthen skills, and make sure every team member understands how they contribute to the hotel’s success.
Coaching for New Revenue Managers
The first months in a revenue role can be overwhelming. We provide one-on-one coaching that combines technical skills, practical tools, and real-world guidance. New revenue managers gain not just knowledge, but the confidence to step into their role with clarity and purpose.
Revenue Management Education for Non-Revenue Managers
Revenue strategy impacts every department—sales, marketing, operations, and beyond. Our training translates complex concepts into plain language, helping non-revenue managers see how their work connects to the bigger picture. The result: stronger cross-functional collaboration and fewer “department of no” moments.
Customized Courses Built Around Your Team’s Needs
Every hotel is unique. That’s why we design programs around your challenges, goals, and team dynamics. Whether it’s a half-day workshop on pricing psychology, a full training series on forecasting, or a tailored curriculum for leadership, we make learning practical, engaging, and immediately useful.
Technology Implementation + Change Management
Even the best new systems don’t always run smoothly after launch. Training gives teams the basics, but true success comes from weaving technology into everyday operations. We work with hotels to make sure new tools are not just installed but fully adopted and optimized.
Aligning Technology with Business Goals
We ensure that all team members understand how the technology supports strategy, decision-making, and long-term profitability.
Building Workflows & Collaboration
From SOP development to cross-departmental alignment, we make sure the system works for the people who use it. Our approach reduces friction, supports adoption, and keeps sales, marketing, operations, and revenue on the same page.
Ongoing Optimization & Support
Implementation isn’t a one-and-done project. Lynn provides customized reporting, advises on key parameters, and partners with your team post-launch to refine processes and keep the system delivering value.
Enabling Talent
Being new to revenue management, I had a lot of questions. Lynn was absolutely amazing; we had great conversations, and she broke everything down into bite-sized pieces, making it easy to absorb. She was not only a great resource for me but for our team as well. Thank you, Lynn!
Will E., Revenue Manager, Independent Resport
Partners We Work With
Is this right for your hotel?
"We already have internal training programs."
Our approach complements your existing training by focusing specifically on interdepartmental alignment and collaboration—areas often overlooked in standard revenue management education.
"We don't have the budget for consultants right now.​​"
Consider the cost of maintaining the status quo: missed revenue opportunities, high staff turnover, and inefficient processes. Our clients typically see ROI within the first quarter through improved pricing strategies and team productivity.
"Our challenges are unique to our property/brand."
That's exactly why our approach works. We don't offer one-size-fits-all solutions, but rather custom frameworks tailored to your specific organizational structure, market position, and business goals.
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