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.