Dave Roberts

Professor of Hospitality & Tourism Management at the Pamplin College of Business at Virginia Tech

Dave  RobertsProfessor Roberts retired from Marriott in March of 2019, after 23 years with the company. Most recently, he was the Senior Vice President of Revenue Strategy & Solutions, leading Revenue Management, Revenue Analytics, and Sales Systems. Prior to this role, Professor Roberts was the leader of the Consumer Insights department, and a Regional Vice President of Market Strategy, in addition to several other roles in the company. Professor Roberts has been a frequent speaker at industry events, as well as at several top universities. Prior to Marriott, Professor Roberts was a manager in the Finance Department at American Airlines, and a technical consultant to the Pentagon on missile defense. He has a B.S. and an M.S. in Operations Research from Cornell, and an MBA with majors in Finance and Economics from Northwestern's Kellogg School. He holds a U.S. Patent on a software product, and has published several academic papers. Professor Roberts was on IBM's Business Analytics Advisory Board for 6 years, and on Cornell's Center for Hospitality Research Advisory Board for 5 years.

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Total Hotel Revenue Management: Why Aren't We Better at This?

Revenue Management (RM) professionals have been talking about 'Total Hotel RM' (THRM) for well over a decade. In 2010, THRM was predicted to be implemented 'within the next 5 years' by a majority of survey respondents.