Full Name
Rhett Hirko
Business Title
Senior Vice President, Revenue Optimization & Distribution
Company
Preferred Hotels & Resorts
Speaking At
ELS 1: Stop Losing Margin: Take Charge of Your Hotel’s Future
ELS 3: Stop Losing Margin: Take Charge of Your Hotel’s Future
Breakout 1: Own Your Distribution. Protect Your Brand.
Breakout 3: Own Your Distribution. Protect Your Brand.
Preferred Hotels & Resorts Speakers
ELS 3: Stop Losing Margin: Take Charge of Your Hotel’s Future
Breakout 1: Own Your Distribution. Protect Your Brand.
Breakout 3: Own Your Distribution. Protect Your Brand.
Preferred Hotels & Resorts Speakers
Speaker Bio
Rhett Hirko serves as Senior Vice President of Revenue Optimization and Distribution for Preferred Travel Group and is responsible for supporting strategic revenue and distribution activities for the company’s member hotels globally.
A certified revenue management executive, Rhett has specialized in the field for more than 30 years. He designed and implemented the central reservations process for Hyatt Hotels Corporation and oversaw revenue management in both a regional capacity for North America and internationally, ending his tenure in Zürich, Switzerland. Rhett joined Preferred Hotels & Resorts in 2014 as Executive Director of Revenue Account Management and has since facilitated key successes for the company such as implementing Agency360 software to shift GDS share to member properties, improving operational efficiency for distribution through the adoption of automated processes, driving record booking growth for the Preferred Hotels & Resorts website, and working to confirm multiple renewal agreements with the brand’s existing CRS provider. In 2020, Rhett was named as one of the Top 25 Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Optimization from HSMAI and is a member of the HSMAI Americas Board. In 2023, Hotel Management Magazine named Rhett as one of Forty Over 40 in Hospitality.
Rhett received his B.A. in Business, with a major in Hotel & Restaurant Management, from Michigan State University. He lives in Southern California with his spouse and three dogs and enjoys spending his spare time running or cheering for his alma mater.
A certified revenue management executive, Rhett has specialized in the field for more than 30 years. He designed and implemented the central reservations process for Hyatt Hotels Corporation and oversaw revenue management in both a regional capacity for North America and internationally, ending his tenure in Zürich, Switzerland. Rhett joined Preferred Hotels & Resorts in 2014 as Executive Director of Revenue Account Management and has since facilitated key successes for the company such as implementing Agency360 software to shift GDS share to member properties, improving operational efficiency for distribution through the adoption of automated processes, driving record booking growth for the Preferred Hotels & Resorts website, and working to confirm multiple renewal agreements with the brand’s existing CRS provider. In 2020, Rhett was named as one of the Top 25 Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Optimization from HSMAI and is a member of the HSMAI Americas Board. In 2023, Hotel Management Magazine named Rhett as one of Forty Over 40 in Hospitality.
Rhett received his B.A. in Business, with a major in Hotel & Restaurant Management, from Michigan State University. He lives in Southern California with his spouse and three dogs and enjoys spending his spare time running or cheering for his alma mater.