Fernando Vives

Fernando Vives Soler is a seasoned professional with over 20 years of experience in the hospitality industry. Currently serving as the Chief Commercial Officer at NH Hotel Group, he leads a global commercial team and is a vital member of the Management Board Committee. His extensive range of responsibilities includes managing sales, pricing strategies, commercial strategy development, revenue management, trade marketing, distribution, B2B Digital Sales, business development, and overseeing Worldwide Central Reservation Offices for groups and transient customers, alongside ensuring excellent customer care.

Fernando is highly regarded as an expert in Digital Business, Revenue Management, Pricing, Sales, and Distribution. He is known for his results-oriented approach and possesses strong analytical skills. In recognition of his contributions to the industry, he was honored in 2018 as one of Europe's Top 20 Extraordinary minds and contributors to the field of Commercial & Revenue Optimization Leaders.

Prior to his current role, Fernando held various key positions in renowned hotel chains like Le Meridien, The Ritz, Hesperia, and Meliá Hotels International. His roles ranged from Global Director of Revenue Management to Senior Commercial Director EMEA and Premium Brands, where he spearheaded top-line results, outbound business strategies, global sales force management, and luxury sales strategies.

Beyond his corporate roles, Fernando is also an entrepreneur, having co-founded the Revenue Management & Distribution firm Xotels and The Cool Food Company, a successful F&B operator. His passion for the industry led him to establish the Masters Degree 'Expert on Revenue Management' at Universidad Rey Juan Carlos in Madrid, a prestigious program offered in the Spanish language. Furthermore, he serves as an associate professor at IE Business School, contributing to their MBA programs.

Fernando Vives Soler is a sought-after keynote speaker at industry conferences organized by prominent platforms like Eye for Travel, HSMAI, HEDNA, Revenue Strategy Summits, Revenue by Design, and commercial forums such as GBTA. His educational background includes a BA in Hotel Management and Tourism, a Masters in Hotel Management from Universidad Politécnica in Madrid, and various certifications in Revenue Management, Digital Business Transformation, and Strategic Sales Management from reputed institutions like Cornell University, IESE, RCC-Harvard, and ISDI.

Currently based in Madrid, Spain, Fernando resides with his wife and two children, balancing his professional commitments with his family life.