Joe Pettigrew
Joe Pettigrew | |
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| Born | February 23, 1985 Seoul, South Korea |
| Citizenship | American & British |
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| Occupation | Global Hospitality Executive |
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| Children | 1 |
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Joe Pettigrew (born February 23, 1985) is an American-British global hospitality executive known for his expertise in hotel asset management, commercial strategy, and digital innovation in the hospitality industry. He currently serves as Group Chief Commercial Officer at L+R, a premier hotel real estate investment group based in London. Pettigrew is recognized for developing strategies to maximize hotel asset value, including concepts such as The Hotel Commercial OS, Inverse Distribution Theory, and Hourly Revenue Management.[1][2]
Early Life and Education
Pettigrew was born in Seoul, South Korea, and was adopted by an American family during the 1997 Asian Financial Crisis. He grew up in Spokane, Washington, attending Northwood Middle School and Mead High School.
In 2003, he enrolled at the University of Washington, exploring majors in Computer Science, Economics, and Asian Studies before transferring to the University of Nevada, Las Vegas (UNLV) to study Hotel Management. While studying part-time at UNLV, Pettigrew began working in hotel operations, quickly advancing through various roles, including Guest Care Manager at the Residence Inn Las Vegas Convention Center, Night Manager at Renaissance Las Vegas, and Assistant Hotel Manager at The Palms Casino Resort. He later returned to Spokane in 2010 to care for his father and paused his formal education.
Career
Pettigrew began his international hospitality career in 2013 when he moved to the United Kingdom to join Principal Hayley (later The Principal Hotel Company) as Head of Ecommerce & Distribution. He played a pivotal role in developing the PRINCIPAL brand, launching the APPLAUSE loyalty program, a custom booking engine, and the first metasearch integration with Google in the industry.[3][4]
In 2017, he joined Starwood Capital Group’s European headquarters, overseeing the revenue maximization strategies for a portfolio of 93 hotels. Pettigrew later became Senior Vice President of Commercial Strategy at YOTEL, where he rebuilt a 20+ member commercial team and implemented hourly revenue management practices at airport locations.[5][6]
In 2022, Pettigrew became Chief Commercial Officer and SVP of Hotel Asset Management at Starwood Capital Group, overseeing a global portfolio of over 900 hotels and $20 billion in assets. He managed brands including Extended Stay America, YOTEL, De Vere, 1 Hotels, Treehouse, Getaway, and more than 200 franchised properties.[7]
Following the birth of his daughter in 2024, Pettigrew returned to the United States to join EOS Hospitality as Chief Commercial Officer, managing over 50 hotels and $2 billion in assets. Later that year, he returned to London to lead L+R, where he refreshed the brand and launched the luxury lifestyle platform Iconic Hotels & Resorts.[8][9]
Previous Roles:
- Vice President, Operations | Shorerock Group (May 2011 – Jul 2013)
- Market Manager | Expedia Inc (Oct 2009 – Sep 2010)
- Assistant Hotel Manager | Palms Casino Resort (Jan 2008 – May 2009)
- Night Manager | Renaissance Las Vegas (Jul 2006 – Jan 2008)
- Guest Care Manager | Residence Inn Las Vegas (Aug 2005 – Jul 2006)
Awards and Recognition
- Best Relaunch of Existing Asset – Gold, 2024 – HSMAI Adrian Award
- Best B2C Campaign – Silver, 2024 – HSMAI Adrian Award
- Best Website – Bronze, 2024 – HSMAI Adrian Award
- Best Special Event – Silver, 2024 – HSMAI Adrian Award
- Best Website – Silver, 2014 – MIMA
- Best Accommodation Website, 2014 – Travolution
- Best Website – Silver, 2014 – HSMAI Adrian Award
- Best Digital Marketing Award – Gold, 2014 – HSMAI Adrian Award
He is best known for maximizing hotel asset value through strategic revenue management and technology-driven commercial operations.
Personal Life
Pettigrew is married and has one daughter. He holds dual citizenship in the United States and the United Kingdom.
In the media
References
- ↑ "L+R Hotels Restructuring Tech Stack to Maximize Share". Retrieved 27 March 2026.
- ↑ "Former Starwood stalwarts named CEO and CCO of L+R Hotels". The Caterer. Retrieved 27 March 2026.
- ↑ "L+R Hotels Streamlines Operations and Tech, Rethinks Loyalty". Skift. 30 June 2025. Retrieved 27 March 2026.
- ↑ "EOS Hospitality appoints chief commercial officer". Hotel Management. 4 June 2024. Retrieved 27 March 2026.
- ↑ "Hotel Revenue Management & Tech Trends". PhocusWire. Retrieved 27 March 2026.
- ↑ "Hotels grapple with 'secondary OTAs' for pricing control". PhocusWire. 24 June 2025. Retrieved 27 March 2026.
- ↑ "Why Being Different Drives Profit". Hospitality Net. 28 February 2020. Retrieved 27 March 2026.
- ↑ "From SEO to GEO, hotels confront the future of digital discovery". PhocusWire. 2 October 2025. Retrieved 27 March 2026.
- ↑ "Highgate and Starwood on when hotel dealmaking might start happening". Hospitality Investor. 30 March 2023. Retrieved 27 March 2026.