Hands-on experience in hospitality gives Joel D. Lillegraven, vice president of revenue management for Ardent Hotel Advisors, a solid foundation for his expertise in revenue generation through well-designed strategies.

Joel began his career in hospitality on the night desk, quickly moving to positions in guest services and reservations. These roles provided additional experience in employee relations and training, including training is sales and negotiation techniques intended to grow business.

In his position as revenue manager with Holiday Inn on the Bay in San Diego, he was greatly involved in revenue maximization through forecasting and use of pricing/profitability models. It was during his tenure in this position that he developed a keen appreciation for working within the competitive pressures of local and regional markets. This enabled him create a pricing philosophy and strategy uniquely keyed to gaining competitive advantage over his competitors.

As area director of revenue management for Sunstone Hotel Properties, based in San Clemente, Calif., Joel proved his mettle. As multi-brand manager, he was responsible for more than $40 million in revenue, and increased RevPAR nearly 13 percent on core San Diego properties, and more than eight percent on all regional properties.

In his position with Ardent Hotel Advisors, he will work with all Ardent properties to develop regionally specific strategies to increase market penetration and revenue enhancement. He’ll also lead training for Ardent Hotel general managers and sales directors to help them refine local strategies in room inventory and pricing, demand generation and enhanced market understanding.

He is a resident of Phoenix, AZ.

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