Fernando Vives

Fernando joined NH Hotel Group in 2014, initially as Senior Vice President of Commercial Strategy & Pricing, and was later appointed as Chief Commercial Official in 2016. In this role, he oversees various commercial aspects like Sales, Distribution, Reservations, Pricing, Revenue Management, and Business Intelligence, aligning these with the company's strategic goals. With expertise in Revenue Management, Commercial practices, and distribution, Fernando has a diverse background, having worked in both urban and resort settings across different continents. His professional journey includes roles at Le Meridien, the Ritz in Madrid, Hesperia Hotels, and Meliá Hotels International. At Meliá, he advanced from Global Director of Revenue Management to Senior Commercial Director EMEA and Premium Brands, contributing significantly to the company's top line results and luxury sales strategy. As an entrepreneur, Fernando co-founded Xotels, Ltd., a Revenue Management & Distribution firm, in 2006. Additionally, he is an educator and mentor, having founded a Master's Degree in Revenue Management at Universidad Rey Juan Carlos in Madrid and serving as an associate professor at IE Business School. He is also a regular keynote speaker at industry conferences.