How can hotels modernize revenue strategies with AI—without losing sight of human insight or control?

In this episode of dojo.live, we’re joined by Mark Lewis-Brown, President, and Estella Hale, Vice President of Commercial Strategy at Zucchetti North America, for a timely conversation on the evolution of revenue management in hospitality. Recorded live at HITEC 2025, this episode explores how automation and machine learning are transforming the way hotels approach pricing, forecasting, and distribution—from smarter demand modeling powered by flight search data to strategies for maintaining brand control across OTAs, GDS, and direct channels. With the North American launch of Lybra Assistant as a backdrop, Mark and Estella discuss the growing need for forward-looking insights and the importance of finding the right balance between technology and human decision-making in driving profitable outcomes.

About Mark Lewis-Brown

Mark Lewis-Brown is an industry veteran with more than 35 years of experience. At Zucchetti North America, Mark is responsible for overseeing and implementing the commercial and strategic aspects of Zucchetti’s expansion into the North American market. Mark is also involved in key decision-making regarding Zucchetti’s global strategies and in the positioning of the North American branch within the larger organization.

Mark began his hospitality career as an owner and operator of boutique properties across the U.S. Over the past 24 years, he has held leadership roles at several top hotel technology companies. His combined experience on both the hotel and vendor sides gives him a rare, well-rounded perspective on the industry—past and present—making him an ideal leader for Zucchetti North America.

About Estella Hale

Estella Hale brings over two decades of highly specialized expertise in the hospitality industry, the majority in strategic leadership roles for hotel technology companies. As the Vice President of Commercial Strategy for Zucchetti North America’s Hospitality Division, Estella plays a pivotal role in strengthening the company’s position as a leading provider of innovative solutions for the hospitality sector. Her leadership has been instrumental in shaping the company’s vision for bringing new technology solutions to the North American market.

Prior to joining Zucchetti North America, Estella served as the Chief Commercial Officer at HotelIQ, where she crafted the company’s strategic vision and oversaw commercial operations. Previously, she led strategic sessions at Deloitte’s Greenhouse® and held executive leadership positions at other prominent hospitality technology firms, including SHR, iHotelier and Whiteboard Labs.

Estella’s passion for guiding innovative technology companies stems from being part of the founding team of distribution start-ups and a master’s degree in technology commercialization from Texas McCombs School of Business. Her career showcases a consistent drive to innovate and optimize commercial strategies within the hotel tech landscape, and her numerous successes have positioned her a prominent leader in the hospitality industry.