Founder
Xavier Cárdenas
Pioneer of revenue management in Latin America and of short-term rentals in Colombia. PhD candidate in Digital Transformation at IE Business School.
17+
years in the hotel industry
8
countries of operation
350+
properties managed
Achievements
What Xavier has built in revenue management, short-term rentals and industry education.
FOUNDER · MY REVENUE
Pioneer of revenue management in Latin America
Founded My Revenue to bring professional revenue management to hotels and properties across the region, operating in 8 countries.
CO-FOUNDER · WELLCOME
Pioneer of short-term rentals in Colombia
In 2017 he carried out Colombia's first Airbnb market study (Bogotá case, with Cotelco) and led the professional management of short-term and vacation rentals.
FOUNDER · ASOHOST
Colombia's first short-term rental association
Co-founder and vice president of ASOHOST (2018 – present), Colombia's first trade association for short-term and vacation rentals. Represented the sector before MinCIT, ProColombia and COTELCO with market data and public policy proposals.
FOUNDER · EXPOHOST
A meeting place for the industry
Co-founder and director of ExpoHost (2019 – present), Colombia's largest trade show for short-term rentals and non-traditional lodging.
EDUCATOR
Industry trainer
Graduate and executive education faculty at IE Business School, SHMS, CESA, INALDE, Javeriana, Externado and Anáhuac, among others. Author of training and certification content. Trainer for COTELCO, ProColombia, ANDI and Chambers of Commerce.
PODCAST
Airbnb Tips Podcast
One of the most listened-to podcasts in the Management category on Apple Podcasts Colombia.
Recognitions
Distinctions from the industry, technology partners and the entrepreneurial community.
SiteMinder Advocate Partner
Recognized as a SiteMinder partner for My Revenue.
Latitud Fellow
Selected for the Latitud founders program.
Distinguished Alumnus · ASCOLFA (Entrepreneurship)
Recognition from the Colombian Association of Business Administration Schools for his contribution to Colombia's business and entrepreneurial ecosystem.
Great Place to Work Certification
Recognition of talent management and organizational culture practices in his companies.
Speaker · I Congress of Revenue Management & Pricing
Invited speaker at the congress dedicated to revenue management and pricing strategy.
Official AHLEI and STR/CoStar examiner in Latin America
Administers and endorses the AHLEI (CHRM) and STR/CoStar (CHIA) certification exams in the region.
Career
2017 – present
Founder · My Revenue and Wellcome
Revenue strategy for a portfolio of 350+ properties in 8 countries; revenue manager teams and AI-powered analytics. Successful exit.
2014 – 2017
Director of Revenue & Analytics Consulting · IDeaS (SAS)
Implementation of the IDeaS RMS in luxury and full-service hotels across Latin America.
Previously
Starwood Hotels & Resorts (now Marriott International)
Leadership career at one of the world's major hotel chains.
2009 – 2011
CIO · Hoteles Royal
Technology and data for a 13-property portfolio; foundation of the group's first revenue management capabilities.
2009 – present
University lecturer
Revenue management, pricing and digital transformation at 10+ universities in Latin America and Europe.
Education and certifications
Publications
AMCIS 2025 · CO-AUTHOR WITH JOSÉ ESTEVES
Sensemaking in digital transformation and revenue management
Foundation of the digital transformation model HTC uses with its clients. Peer-reviewed publication.
What I have learned
Three lessons from 17 years implementing revenue management, technology and data in hotels.
Lesson 1
Technology doesn't generate revenue on its own
Implementing an RMS in luxury and full-service hotels showed that results depend on the processes and people who use it, not the tool.
Lesson 2
People adopt what they understand
From teaching at universities and trade bodies to daily operations: change lasts when the team knows why it decides what it decides.
Lesson 3
AI needs human judgment
Data and AI speed up decisions, but someone with knowledge must train it, validate it and answer for the result.
Credentials
Years of hands-on practice in revenue management and hospitality, backed by doctoral training in digital transformation.
Leadership
Founder of Wellcome and My Revenue
Consultancy specialized in revenue management, short-term and vacation rentals, hotel audits and outsourced revenue management, operating in Colombia, Mexico and Chile.
Foundation
Founder of HTC
Hospitality Tech & Consulting was created to bring AI, data and technology to hotels, operators and property managers.
Education
PhD(c) and Master
PhD candidate in Digital Transformation (IE) and Master in Hospitality, with certifications from AHLEI, HSMAI, STR, ESSEC and EDHEC.
Full profile at linkedin.com/in/xaviercardenas
Tell us how your team works.
Let's talkFounder
Xavier Cárdenas
Pioneer of revenue management in Latin America and of short-term rentals in Colombia. PhD candidate in Digital Transformation at IE Business School.
17+
years in the hotel industry
8
countries of operation
350+
properties managed
Achievements
What Xavier has built in revenue management, short-term rentals and industry education.
FOUNDER · MY REVENUE
Pioneer of revenue management in Latin America
Founded My Revenue to bring professional revenue management to hotels and properties across the region, operating in 8 countries.
CO-FOUNDER · WELLCOME
Pioneer of short-term rentals in Colombia
In 2017 he carried out Colombia's first Airbnb market study (Bogotá case, with Cotelco) and led the professional management of short-term and vacation rentals.
FOUNDER · ASOHOST
Colombia's first short-term rental association
Co-founder and vice president of ASOHOST (2018 – present), Colombia's first trade association for short-term and vacation rentals. Represented the sector before MinCIT, ProColombia and COTELCO with market data and public policy proposals.
FOUNDER · EXPOHOST
A meeting place for the industry
Co-founder and director of ExpoHost (2019 – present), Colombia's largest trade show for short-term rentals and non-traditional lodging.
EDUCATOR
Industry trainer
Graduate and executive education faculty at IE Business School, SHMS, CESA, INALDE, Javeriana, Externado and Anáhuac, among others. Author of training and certification content. Trainer for COTELCO, ProColombia, ANDI and Chambers of Commerce.
PODCAST
Airbnb Tips Podcast
One of the most listened-to podcasts in the Management category on Apple Podcasts Colombia.
Recognitions
Distinctions from the industry, technology partners and the entrepreneurial community.
SiteMinder Advocate Partner
Recognized as a SiteMinder partner for My Revenue.
Latitud Fellow
Selected for the Latitud founders program.
Distinguished Alumnus · ASCOLFA (Entrepreneurship)
Recognition from the Colombian Association of Business Administration Schools for his contribution to Colombia's business and entrepreneurial ecosystem.
Great Place to Work Certification
Recognition of talent management and organizational culture practices in his companies.
Speaker · I Congress of Revenue Management & Pricing
Invited speaker at the congress dedicated to revenue management and pricing strategy.
Official AHLEI and STR/CoStar examiner in Latin America
Administers and endorses the AHLEI (CHRM) and STR/CoStar (CHIA) certification exams in the region.
Career
2017 – present
Founder · My Revenue and Wellcome
Revenue strategy for a portfolio of 350+ properties in 8 countries; revenue manager teams and AI-powered analytics. Successful exit.
2014 – 2017
Director of Revenue & Analytics Consulting · IDeaS (SAS)
Implementation of the IDeaS RMS in luxury and full-service hotels across Latin America.
Previously
Starwood Hotels & Resorts (now Marriott International)
Leadership career at one of the world's major hotel chains.
2009 – 2011
CIO · Hoteles Royal
Technology and data for a 13-property portfolio; foundation of the group's first revenue management capabilities.
2009 – present
University lecturer
Revenue management, pricing and digital transformation at 10+ universities in Latin America and Europe.
Education and certifications
Publications
AMCIS 2025 · CO-AUTHOR WITH JOSÉ ESTEVES
Sensemaking in digital transformation and revenue management
Foundation of the digital transformation model HTC uses with its clients. Peer-reviewed publication.
What I have learned
Three lessons from 17 years implementing revenue management, technology and data in hotels.
Lesson 1
Technology doesn't generate revenue on its own
Implementing an RMS in luxury and full-service hotels showed that results depend on the processes and people who use it, not the tool.
Lesson 2
People adopt what they understand
From teaching at universities and trade bodies to daily operations: change lasts when the team knows why it decides what it decides.
Lesson 3
AI needs human judgment
Data and AI speed up decisions, but someone with knowledge must train it, validate it and answer for the result.
Credentials
Years of hands-on practice in revenue management and hospitality, backed by doctoral training in digital transformation.
Leadership
Founder of Wellcome and My Revenue
Consultancy specialized in revenue management, short-term and vacation rentals, hotel audits and outsourced revenue management, operating in Colombia, Mexico and Chile.
Foundation
Founder of HTC
Hospitality Tech & Consulting was created to bring AI, data and technology to hotels, operators and property managers.
Education
PhD(c) and Master
PhD candidate in Digital Transformation (IE) and Master in Hospitality, with certifications from AHLEI, HSMAI, STR, ESSEC and EDHEC.
Full profile at linkedin.com/in/xaviercardenas