Alicia is a hospitality and travel tech professional with experience across both hotel operations and technology platforms. Currently with SiteMinder, she partners with enterprise hotel groups across Asia on distribution strategy and revenue growth. Previously with Hilton’s APAC Marketing & eCommerce Consulting team, she worked closely with hotels to drive commercial performance through digital strategy and performance marketing. Bringing a dual perspective from both operator and supplier sides, Alicia offers practical, data-led insights on channel mix, demand trends, and revenue optimisation in today’s evolving distribution landscape.