I run commercial strategy for hotels. Revenue, sales, distribution, marketing, brand, and guest experience reporting into a single framework oriented toward one outcome: asset value.
I'm the Group Chief Commercial Officer at L+R in London. Before that, I spent 20 years building and leading commercial functions for hotel companies across three continents.
20
Years in hotel commercial strategy
1,100+
Hotels across career
£7B
Current portfolio AUM
Career
Group Chief Commercial Officer
L+R, London
Nov 2024 – Present · 113 hotels · £7B AUM
Leading revenue management, sales, marketing, brand, and digital strategy across a global portfolio spanning select-service franchises to properties like Fairmont Monte Carlo, Cliveden House, and Excelsior Venice. Launched Iconic Hotels & Resorts as L+R's luxury and lifestyle operating platform.
Chief Commercial Officer
EOS Hospitality, New York
Apr 2024 – Nov 2024 · 51 hotels · $2B AUM
Led commercial strategy across independent luxury destination resorts. Built a centralised team of 47 specialists. Secured four HSMAI Adrian Awards including Gold for Best Relaunch Campaign.
Chief Commercial Officer & SVP, Hotel Asset Management
Trusted advisor to the Investment Committee. Responsible for the commercial performance of all hotels and companies owned by Starwood Capital Group globally, including Extended Stay America, 1 Hotels, Treehouse, YOTEL, and De Vere.
Chief Commercial Officer, YOTEL
Starwood Capital Group
Jun 2019 – Mar 2022 · 19 hotels · $200M revenue
Led YOTEL's global commercial strategy on behalf of Starwood Capital's 30% stake. Centralised commercial engine reduced cost per hotel by 35%, improved market share by 22%. Direct booking share from 18% to 33%.
Director, Revenue Maximisation
Starwood Capital Group
Nov 2017 – Jun 2019 · 93 hotels · £530M revenue
Identified revenue upside across all European and Asian assets including YOTEL, De Vere, and Shimao Star. Developed digital strategies for SH Group brands including 1 Hotels and Baccarat Hotels.
Head of Ecommerce
The Principal Hotel Company (Starwood Capital)
Jul 2013 – Nov 2017 · 54 hotels · £245M revenue
Quadrupled direct booking share in three years. Built a full-funnel digital acquisition strategy delivering +300% ROAS improvement. Launched new website, CRM, loyalty programme, and revenue analytics platform.
VP Operations · Market Manager · Hotel Operations
Shorerock Group · Expedia · Las Vegas Hotels
2005 – 2013
Started on the floor in Las Vegas hotel operations. Moved to Expedia to understand the demand side from inside an OTA. That perspective shaped everything since.
Original Thinking
Two ideas define my work.
Operating Model
The Hotel Commercial OS
Revenue management, distribution, marketing, and guest experience integrated under a single governance model. Every decision evaluated against NOI and asset value. Not revenue. NOI.
In an AI mediated market, the distribution funnel inverts. Consideration moves first. Experience becomes the primary differentiator. Awareness becomes the output of recommendation.
I spend most of my public thinking at the intersection of three things: macro events, AI development, and hotel operations.
Macro to hotel P&L. When oil prices spike, that changes airline capacity, which changes demand patterns, which changes your hotel’s ADR potential. When interest rates move, that changes cap rates, financing costs, and development pipeline viability. When trade policy shifts, that changes business travel flows. These connections are obvious once you see them. My job is to make sure hotel operators see them first.
AI and hotel distribution. AI agents are beginning to mediate travel discovery. The mechanics of how hotels get found, evaluated, and recommended are changing. I write about what that means for commercial strategy, data architecture, and the economics of demand capture.
Hotel commercial operations. Pricing, distribution, revenue management, guest experience, and how they integrate into a system that maximises asset value rather than departmental KPIs.
I connect those dots because almost nobody else does consistently.
Credentials
Published in: Skift, Reuters, PhocusWire, Costar, Hospitality Net, Hotel Investment Today. Speaker at: IHIF, Skift Live, Skift Future of Lodging, Direct Booking Summit, Mews Unfold. Full media page →
Education: University of Nevada Las Vegas (Hotel Management), Cornell University (Hotel RE Investments & Asset Management, Advanced Revenue Management), University of Washington (Machine Learning Foundation)
Certifications: HSMAI Certified Revenue Management Executive (CRME), AHLEI Certified Hotel Industry Analytics (CHIA)
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