Hotel commercial strategy was never designed to maximise asset value.
It was inherited. From accounting conventions, departmental silos, and metrics that reward activity over value creation. The Hotel Commercial OS is what a purpose-built system looks like.
Read the frameworksOriginal Thinking
An operating model and a distribution thesis. Both built on the premise that hotel commercial strategy should be designed backwards from asset value.
Hotel Commercial OS
The system that aligns guest experience, demand capture, and transformation priorities around one target: NOI and asset value.
Read the frameworkInverse Distribution Theory
In an AI mediated market, the distribution funnel inverts. Consideration moves first. Experience becomes the primary differentiator. Awareness becomes the output.
Read the thesis
Latest
Thinking
Regular analysis of macro trends impacting the global hospitality landscape.
View all posts- March 29, 2026 AiYour Hotel Is Already Invisible to AI Trip Planners
If your property data isn't structured and machine readable, AI agents can't evaluate you. You fail qualification before the traveller ever sees a recommendation.
- March 29, 2026 Commercial strategyThe Real Cost of Running Revenue, Distribution, and Marketing in Silos
Revenue, distribution, and marketing each hit their own KPIs while the hotel's NOI underperforms. The problem is structural, not individual. Here's what the misalignment actually costs.
- March 29, 2026 MacroHow Energy Costs Flow Through to Hotel P&Ls
Oil prices affect hotel profitability through four channels: utility costs, airline capacity, consumer spending, and currency effects. Most operators only watch one of them.
Joe Pettigrew
Group Chief Commercial Officer, L+R
20 years in hotel commercial strategy across 1,000+ properties. Previously Starwood Capital Group, YOTEL, and EOS Hospitality. Creator of The Hotel Commercial OS and Inverse Distribution Theory.
Full bioStay sharp.
Frameworks, operating models, AI, and commercial thinking for hotel owners and operators. No spam. Unsubscribe anytime.