Accor

Curating and launching Accor’s flagship Supreme-luxury lifestyle brand in North America

Brand Build | New to the World Luxury Hotel Brand

Sienna Senior Living

Led Marketing, Brand Strategy, and Business Intelligence at Sienna Senior Living. Architected the company’s first enterprise BI platform—now a cornerstone of strategic decision-making.

Commercial Strategy | Vice President - Marketing, Brand Strategy & Business Intelligence

Brought a new brand to life. Launched Aspira—a fresh Active Retirement Living experience built for today’s aging population.
As VP of Marketing & Brand Strategy at Sienna Senior Living (TSX:SIA), I led the full brand development and go-to-market launch across Canada.

Brand Build & Launch | Vice President, Marketing & Brand Strategy

Four Seasons Hotels and Resorts

A global role leading the Distribution strategy and execution, Distribution operations and Call Centre, B2B Sales and support for the group.

Key responsibilities included

✅ Turnover of $500 million business segment
✅ Manage $25 million expense budget
✅ B2B marketing, sales, contracting, and management 
✅ Responsible Distribution Channel technology and strategy
✅ Responsible for the Global Call center
✅ Lead a global team of 100+ team members

Commercial Strategy | Senior Director, Global Distribution & Channel Strategy (Marketing)

Shangri-La Group

Based in Corporate Headquarters of Shangri-La Hotels & Resorts, Hong Kong.
The role entails managing Corporate Reservations, Customer Contact Centers & Distribution for the group.
Established a new contact centre in Guangzhou, China, to support inbound and outbound interaction in Mandarin and Cantonese.

Commercial Strategy | Director Distribution Management & Corporate Reservations (Marketing)

Based in Corporate Headquarters of Shangri-La Hotels & Resorts, Hong Kong.
The role entails developing new Marketing concepts
Establishing and opening new hotels; Led Brand and Marketing to open hotels in Brisbane, Singapore, Puteri Harbour (Malaysia), Abu Dhabi, Muscat, amongst others

Brand Build & Launch | Director of Sales & Marketing - pre-opening hotels (new markets development)

Based at Shangri-La Hotel, Doha, Qatar
Hotel Pre-opening Executive Committee member
Leading Sales & Marketing

Brand Launch | Director of Sales & Marketing

Based in Traders Hotel Dubai
Leading the Sales & Marketing Department
Responsible for Revenue, Sales, Distribution, Events & Public Relations teams.

Director of Sales & Marketing

Based at the Shangri-La Hotel in Bangkok
Leading the Revenue Management Department
Responsible for Revenue Management of all revenue-generating areas of the hotel, Pricing and Optimising yields.

Director of Revenue Management

InterContinental Hotels Group

Based in Holiday Inn Silom, Bangkok
Marketing Plan
Revenue Management & Pricing
Budgetting & Forecasting

Revenue Manager

Taj Hotels

City Revenue Manager

VP-Marketing & Brand Strategy | On a mission to make Strategic Marketing your superpower, so you can add value, drive commercial success, get unstuck and grow. I do this 1 post, 1 conversation, 1 mentee at a time.🏍

Building Brands That Drive Growth and Command Loyalty

I’ve spent my career at the intersection of luxury hospitality, brand strategy, and commercial leadership, working across global markets from India to Thailand, Dubai, Doha, Hong Kong, China, and Canada. With over two decades of experience in revenue management, brand positioning, and customer experience design, I’ve had the privilege of building strategies that not only drive revenue but also strengthen brand equity and customer loyalty across diverse cultures and business environments.

My journey took an unexpected turn during the COVID-19 pandemic, which disrupted my career’s upward trajectory and gave me the chance to step outside hospitality into the retirement living sector. That experience, combined with my pursuit of an MBA at Kellogg School of Management, helped me realize that my core strength lies in connecting customer insights, brand identity, and revenue strategy into a cohesive, competitive advantage.

Today, I leverage my global leadership experience, strategic mindset, and customer-first philosophy to help organizations align brand promise with business performance, ensuring they remain customer-obsessed, commercially smart, and future-ready. Whether repositioning a brand, driving market growth, or building high-performing teams, I believe great brands are built at the intersection of people, profit, and customer experience.

Contact: arvind.bala@kellogg.northwestern.edu

Arvind Bala

Sunwing Travel Group Hotels & Resorts

Achievement and Areas of Expertise

Business Analysis, Pricing and Financial Management - Overseeing annual budgets exceeding USD 500 million in; Mexico, Dominican Republic, Jamaica, St. Lucia, Costa Rica, Antigua & Barbados, and Grenada, we achieved 98% and 96% of revenue budgets in the financial year; 2017 and 2018. 

Strategy and Planning, Sales Management and Market Analysis - Pioneered a customized forecast tool by market, room & suite type driving an optimal business mix of higher-paying markets. Introduced dynamic price point differentials, increasing 9 occupancy points in suite categories and USD 10 in average rate in FY18. 

Customer Relationship Management and Process Improvement - Developed a group displacement tool in-house at no cost, driving USD 15 M in incremental group revenue in FY17. Reduced turn around time from 8 to 2 days, increased group revenue from 5.1% to 7.8% of total revenue in FY17 and 9.6% in FY18. The goal is 30% in 5 years.

Digital Marketing and Product Development - Improved direct business from 1.3% to 2.3% of total revenue in FY18. The goal is 4% in 3 years by leveraging innovative marketing on social media, increasing visibility with organic and paid search engine optimization, enhancing room/suite type descriptions and pictures on the brand website.

Owners and Stakeholder Relations – I serve as an ambassador to Lenders. I build the organization's profile and credibility by providing continuous updates on forecasts, competition analytics, and market trends. A result I am proud of is the inclusion of meeting space in future developments.

Leadership, Coaching and Teamwork – Lead a team of 3 Regional Revenue Managers in the corporate office in Canada, 1 eCommerce Manager and 6 Executives in the regional office in Mexico, collaborate in driving revenues with VP of Sales, Director of Sales, Director of Business Development and Reservation Manager in the corporate office, destination hotels, and regional sales offices.

Director of Revenue and Distribution

Westmont Hospitality Group

Well-versed with dynamics of multi-property and multi-brand hotels in the portfolio.

Optimized room revenues and inventory in IDeaS (RMS), One Yield (Marriott), Revenue Optimization System (Sheraton), and Perform (IHG) revenue management systems for each brand.

Drove Pricing and RevPAR by working closely with Regional Sales, Cluster Sales, and individual hotel sales team on RFP’s, group pricing, and negotiated rates.

Successfully drove e-commerce revenues through pricing and packages, driving revenues to brand website. Capitalized reach of OTA by promoting need periods, driving the length of stay with promotions resulting in a successful ROI of 1:49, 1:29 and number one page rankings. 

Maximized revenues for 7 hotels in Atlantic Canada including 5 hotels in Newfoundland and Labrador, 1 in Halifax, and 1 in Sydney, Nova Scotia. My portfolio included various brands; a Delta, Sheraton, Four Points by Sheraton, 2 Holiday Inns, and 2 standalone hotels, 956 units in St. John’s totaling over CAD 36 M in room revenue only in 3 hotels in the same area.

In the absence of Regional Revenue Manager – Western Region, I was responsible for 5 additional hotels including a Delta, Hilton all suites, Best Western, and 2 Holiday Inns.

Regional Revenue Manager - Atlantic Canada

The Ritz-Carlton Hotel Company LLC

Achieved number 1 ranking in RevPAR index in 2014

Awarded “Global Leadership Recognition, 2013, Revenue Management Achievement, EMEA”

I grew the RevPAR index by 7% in Sharq Village and Spa in 2013 and maintained a ranking of 2. The Ritz Carlton grew in the ADR index by 5% maintained 5th ranking. 

I grew the RevPAR index by 14% in Sharq Village & Spa in 2011 and improved ranking from 3 to 2. The Ritz Carlton grew in the RevPAR index by 16%, improved ranking from 5 to 4.

Set revenue management strategies for a Cluster Sales & Marketing department, creating synergies among hotels in the area.

Positioned brand as the most luxurious offering in the market, differentiating pricing, product, and service. Maintained Average Rate Index of 120. 

Successfully hired, motivated, and retained quality personnel by creating a positive work environment, resulting in a 100% score in employee satisfaction and 93% in Brand Standard Audit, leading to excellent guest satisfaction. 

Ensured that hotel is not distributed in non-endorsed websites identified from Best Rate Guarantee Claims and rate view reports from TravelClick

Participated in various community relations initiatives like Red Crescent, blood donation, which elevated brand position in the community

Revenue Management Project: I established a year-over-year growth goal of $2.3 M in topline at The Ritz-Carlton Al Bustan after rebranding from IHG and one full year of operations. Successfully opened a brand new The Ritz-Carlton Grand Canal.

Cluster Director of Revenue Management

Shangri-La's Barr Al Jissah Resort & Spa

I established a dynamic group ceiling for rolling 12 months based on demand forecast, optimized business mix strategy, and day of Week, with a weekly review.

Installed IDeaS Revenue Management System (RMS)

Awarded “Most Improved RevPAR 2007” among all Shangri-La Hotels & Resorts.

Awarded “Hotel of the Year 2008” within Shangri-La Hotels & Resorts based on Business Results, Profitability, Forecasting Accuracy, Staff retention, and Performance Monitor

Awarded Expedia, “Best Rooms Nights Producer 2010 the Middle East”

Chosen as a 2010 “Expedia Insiders’ Select hotel” – one of Expedia’s top-ranked properties as judged by the experiences of Expedia’s customers.

Jumeirah

Business Excellence Manager

Reservations Manager

Assistant Reservations Manager

I think strategically, possesses strong analytical and problem-solving skills. I identify future business trends resulting in pricing and inventory strategies, in free individual traveler (FIT) and group business, in luxurious city hotels and resorts, full service and select hotels, owned and franchised properties. I source new markets and define strategic positioning for multimillion-dollar hotels, hospitality organizations.

I have 15 years of senior executive experience in Revenue Management, Strategy & Planning, Profit and Loss oversight, Channel Distribution, and eCommerce. I execute ideas proficiently through collaboration with multiple departments, across various management levels, and in diverse cultural environments.

I have a proven track record of RevPAR growth, average rate growth, and driving bottom-line while spearheading operational improvements to drive productivity and reduce costs. I possess excellent communication skills to present ideas and business / technical challenges to the Owner, CEO, and President.

Systems/Technology: Proficient with IDeaS (RMS), One Yield (Marriott RMS), ROS (Starwood RMS), Perform (IHG RMS), Marsha (Marriott CRS), Holidex (IHG CRS), Netrez,, Sabre CRS, Fidelio, Opera PMS, Fidelio Sales and Catering, OTA Insights, Travel Click: Hotel Intelligence 360, Microsoft Excel, Word, and PowerPoint.

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