ProfitMax, provider of Lucas Hospitality Solutions, provides Hotels, Resorts, Timeshares, and Spas singular or customized selection of integrated services optimizing revenue and market positioning consulting and execution.


There are several time points at which a property has maximum opportunity to generate or increase revenue, and…


Find your website first on Google for popular keywords. Take advantage of search engine and referral website free…


Digital (OnLine) Campaigns are the true democratizing factor in search engine results – no matter how long your…

Our Services

Mark Lucas founded PROFITMAX in 1998. Mark Lucas, principal, is a practical and out-of-the-box researcher and thinker who has notable methodology and conversational qualities. PROFITMAX consulting services have evolved over the years in order to take advantage of emerging (and at times early stage to emerge) revenue and marketing opportunities for our clients. Further, clients are assisted in implementing recommended strategies and action plans. And another benefit….Knowledge-Add consulting that improves the skills and thought processes of client’s managers and associates.

Revenue Enhancement: Revenue Generating Strategies/Action Plans

Consulting in the Hospitality Industry on Revenue Maximization starts with an understanding of entity market positioning, objectives, and overall market conditions. Services include Analysis of property current reservations and historical and future pacing by market segments and sources, and then significant recommendations for RevPar, or similar applicable measures for other sources of revenues, to rise. Take advantage of our strong in market relationships for data discovery. Actively participate in RevMax and marketing discussions to develop client-specific strategy and action plan recommendations. In addition to driving reservations through your website and GDS, leverage our powerful relationships with key high revenue OTAs.

Digital Marketing Campaigns

Right place at the right time with the right compelling message, while maximizing Revenues and ROI.
Conduct and/or provide strategic recommendations for Pay per Click (PPC), Display Advertising, and Co-Op campaigns on traditional search engines like Google and OTAs, and be held accountable based on ROI analysis and revenue results. Services include analyzing property web stats (Google Analytics-GA) and initiating key term discovery software program to identify valuable key terms (keywords and phrases). Further, key campaign strategies and actions encompassing Keywords to bid on, Keywords to not be searchable (called Negative Keywords), Keywords to not be searchable that are too expensive for potential clicks to conversions (booked reservations), Exact Match Keywords and other tools to optimize PPC, and Optimized Keyword Ads that tie to keywords and the property’s marketing efforts. OTA strategies include discovering and understanding where and when revenues growth is required, travel windows, bid placements by market and geographies, and leveraging strong market relationships to focus on maximizing revenues and ROIs,
Conduct and/or provide strategic recommendations for Display and Text Advertising, i.e. Facebook (FB), Google Ads and your website Re-marketing. Develop analysis and action plans that include: Creative ads, geographical placements, historical market and entity bookings for the medium being considered, campaign market intelligence deck, past performance case studies if available, where ad(s) display and potential conflicts, any commissions to be paid, and potential ROI.

ROI accountability: ROAS (Return on Ad Spend) analysis and results.

SEO (Search Engine Optimization), SEM (Search Engine Marketing),
SM (Social Media)

SEO services include (we are both marketers and techys): Analyze property web stats (Google analytics) to identify valuable key terms (keywords and phrases) for SERP (search engine results page) and key metrics such as Bounce Rate and Exit % and several others, Be aware and take advantage of Google’s occasional significant changes to indexing (latest is Google ranks more highly web pages, not websites)  and Search Engines and Facebook’s Personalized Search, Recommend significant and very important changes to content on Home page and all key navigation bar pages, Recommend utilization of important properly positioned back links, and Analyze website for technical issues that would restrict search engine robots scan and indexing of sites and take corrective action.


Old SEO: How do we rank for this Query? New SEO: How do we best answer the Query including Semantic (rich content, social, reviews, keywords, incoming links, etc.) search?

Execute changes to SEO HTML Title (both in keywords and critical strategic placement) for Home and key navigation bar pages. Execute changes to HTML Description (visible on main search page above your URL listing) to Home and key navigation bar pages for SEO and market positioning reasons.

Social Media (SM) has exploded recently in popularity and entities not only must have a presence to support their brand, but also to actively engage to drive  engagement and commerce. Our overriding philosophy: Must not be overly time-consuming for smaller entities, trusted engagements across all SM platforms, rapidly expand reach, and drive Commerce. Our services include: Recommendations and/or execution to set up listings (including search placement technology and entity descriptions, amenities, and photos) on SM platforms such as Facebook, Twitter, Yelp, YouTube, and Urbanspoon; Multiple post recommendations that are trusted & inspiring, story telling (purposeful and experiential) and create engagements, including encouraging meaningful engagements amongst our likes, followers & their friends; Create “ahha!” moments; and Compel-Inspire action by guests/customers and potentials, including friends of followers & fans. Create memories for life…Wallets will follow (Commerce)!