Lela Cole

Commercial leader with over 20 years of experience driving revenue growth, market share and long-term asset value across London’s luxury hospitality sector. Proven track record in leading fully integrated commercial functions and delivering sustained RGI outperformance in highly competitive global markets.

Expert in luxury hotel positioning, pre-openings and commercial transformation, with oversight of Sales, Marketing, Revenue Management, Distribution, Meetings & Events and Customer Sales(Reservations). Recognised for influencing senior stakeholders, including ownership and brand leadership while building high-performing commercial organisations. Active participant in global industry events including ILTM Cannes, ILTM North America and Arabian Travel Market, leveraging international networks to drive high-value partnerships and source market growth.

Key Recognition: Part of teams awarded Marriott EMEA Marketing Team of the Year (2024), Marriott Global Revenue Team of the Year (2024) and Marriott EMEA Revenue Team of the Year (2023)

Commercial Director at The Westin London City Hotel (2024-present)

• Lead the end-to-end commercial strategy for a 5-star luxury lifestyle hotel in the City of London with full accountability for revenue performance, market share and brand positioning
• Responsible for multi-million-pound annual revenue and leading a cross-functional commercial team, including Sales, Marketing & Communications, Revenue Management, Meetings & Events and Customer Sales (Reservations)
• Define pricing, segmentation and distribution strategies across corporate, group, leisure, and luxury travel segments
• Strengthen brand positioning through PR, marketing campaigns and strategic partnerships with global luxury networks
• Optimise Meetings & Events commercial performance to drive revenue contribution and conversion
• Develop and mentor a high-performing commercial leadership team, fostering excellence and strategic ownership

Key Achievements

• Contributed to teams awarded Marriott EMEA Marketing Team of the Year (2024), Marriott Global Revenue Team of the Year (2024),Marriott EMEA Revenue Team of the Year (2023)
• Delivered RGI 133, positioning the hotel among top-performing luxury assets in London
• Successfully executed luxury residences commercial strategy, exceeding plan by +7.7%.
• Achieved +2% budget overperformance through ADR-led strategy, supporting ancillary revenue growth (F&B and Spa)
• Drove luxury consortia revenue growth of +10%, exceeding budget by +5% through targeted international market expansion and high-value client acquisition
• Strengthened brand positioning through PR, partnerships and targeted luxury distribution strategies The Westin London City (2021-2024)

DIRECTOR OF REVENUE MANAGEMENT (Pre-Opening) | April 2021-May 2024

• Played a key leadership role in the successful pre-opening and commercial positioning of a premium hotel
• Defined and executed revenue strategies across all segments, contributing to overall commercial direction and long-term performance

Key Achievements

• Delivered +57% vs budget in year one (RGI 126) and +8.2% above target in year two (RGI 128)
• Established pricing, segmentation and distribution frameworks across corporate, leisure and MICE segments
• Led strategic plans for luxury travel, F&B, Spa and Meetings & Events, generating consistent revenue growth
• Recruited, trained and developed high-performing commercial teams, ensuring alignment with brand and market objectives THE WESTBURY MAYFAIR, A LUXURY COLLECTION (Marriott Lux Brands) | To be re-opened as St. Regis London in 2026

DIRECTOR OF REVENUE MANAGEMENT | Mar 2017 – Mar 2021

• Led revenue strategy for a 5-star Mayfair luxury hotel, driving market share, profitability and brand repositioning

Key Achievements

• Delivered +49% Q3 revenue uplift and +20% annual growth
• Ranked among top 3 EMEA hotels for RevPAR growth
• Led the strategic repositioning of the hotel from an independent property into Starwood Luxury Collection and subsequently strengthened its market positioning within Marriott Luxury Collection following brand integration
• Developed and mentored revenue and reservations teams to drive sustained performance

HILTON HEADQUARTERS (Revenue Management Consolidated Center/RMCC)

CLUSTER REVENUE MANAGER | Sep 2015 – Mar 2017

• Led revenue strategy across multiple Hilton-managed properties in the UK and Ireland, with additional support across the wider EMEA region.

Key Achievements

• Delivered +17% revenue uplift across assigned properties
• Improved RGI index to 112 through strategic pricing and demand optimisation
• Advised regional leadership on revenue strategy and commercial decision-making

• MSc in International Relations & Law – Tbilisi State University /TSU
• BBA – Leicester College of Technology, UK
• BA in Ethnology & History – Tbilisi State University / TSU