Lara Hernandez is an executive with a proven track record of building and leading high-performing teams in complex businesses and consistently driving profitable hotel revenue. She has deep understanding of the distribution landscape (web, voice, on-line travel agencies, global distribution systems), loyalty marketing and B2B direct sales. Lara has demonstrated success in both launching and repositioning distribution strategies to deliver increased market share, greater audience engagement and increased revenue.

Currently, Lara serves as Vice President of Distribution & Relationship Marketing, Americas for IHG (InterContinental Hotels Group) PLC. IHG's family of brands includes InterContinental Hotels & Resorts, Crowne Plaza Hotels & Resorts, Hotel Indigo, Holiday Inn, Holiday Inn Express, Holiday Inn Club Vacations, Staybridge Suites and Candlewood Suites. Lara is responsible for the delivery of over $5.5 billion annually through IHG's direct distribution channels and loyalty program (voice, web, mobile and Priority Club® Rewards) with a specific focus on more than 3,400 IHG hotels in the Americas. Overseeing the strategy, key owner and stakeholder relationships, developing opportunities in key and emerging markets, as well as team development and management provide Lara with impact and value in her role.

Previously Lara served as the Director of Business Travel within IHG's Worldwide Sales team where she was accountable for developing and maintaining IHG's business travel segment strategy. She focused on innovating and improving sales programs and products to leverage IHG's scale in the business travel segment while ensuring a consistent approach was executed with managed accounts globally.

Lara joined IHG in 2006 as the Account Director of Business Development, Distribution Marketing, for the Americas and shortly thereafter managed the Hotel Integration team in the Americas region responsible for developing revenue opportunities for IHG's hotels.

Lara has had a diverse career that has progressed through multiple disciplines in the Hospitality Industry. After several years in Hotel Operations, she spent the last 17 years in leadership roles focused on Sales & Marketing within the Hotel industry working with a variety of brands and ownerships groups.

Lara holds a bachelor's degree from West Virginia University. Outside of her career Lara's true passion is spending time with her husband of eight years Matt, her three year old son Evan and her two year old daughter Sara.