In the Big Chair - Gilda Perez-Alvarado of JLL Hotels

What is your proudest achievement so far since becoming CEO of JLL Hotels & Hospitality one and a half years ago?

Leading the best team JLL Hotels & Hospitality team has ever had in its 25-year history. Not only are we the most diverse team in the industry, I also know we are the most passionate and ambitious team out there.

Thinking back to when you joined the company as an analyst nearly two decades ago, what change in the hospitality industry has been most surprising to you?

The hotelization of real estate is something that has truly caught my eye. The definition of hospitality has evolved to include lifestyle and experiences.

You also now see hotel brands getting involved in residential projects, marine and airline projects, private membership clubs and much, much more.

As a real estate advisor, what types of hospitality investments interest you the most right now? Where do you see opportunities for growth?

Anything to do with experiential travel – leisure or corporate. I love the innovation that I am seeing in both the ultra-luxury and highly efficient/economy ends of the spectrum, and how changes in lifestyle following the pandemic are now being taken into consideration when curating the hotel experience.

You’re on the board of Sonder and have also talked about the fact that “traditional hotel companies have not seen themselves as tech enablers.” If you were opening a hotel today, can you share a few of the key elements you’d want to include to make it more relevant for today’s consumers?

I would partner with the most established technology providers and make them part of my business ecosystem. I would make sure I invest in both back-office/support infrastructure as well as guest-facing technology to not only create a better stay, but also help the hotel operate in a smarter, more efficient way.

A critical topic facing the entire travel industry is the climate crisis. How is that impacting JLL’s strategy as far as investments? And what advice are you giving to hoteliers about their environmental policies and practices?

ESG (environmental, social and governance) and sustainability is front and center in everything that we do. In fact, there are over 500 people at JLL who focus only on sustainability across all lines of business. At JLL we are not only investing time and resources in learning about best practices and offering investment advice, we are also working with both the private and public sector to understand their policies, investment requirements and how they measure sustainability.

How do you expect technology to change the hospitality experience in the coming years?

The “next” gen is taking over and becoming a greater share of demand and consumers in general. Millennials and Gen Z are tech natives, and their expectations are much more demanding as it relates to technology than any other generation.

With so much uncertainty and frustration related to travel in the last few years, we’ve seen a rise in what’s known as “fintech” solutions for travel. What are your thoughts on these products? And should hotels be offering them instead of leaving that to third-parties?

Fintech used the right way is very powerful. I do not support hidden fees to try to squeeze additional dollars from guests. If there is value in the tech solution being offered, then I am all for it. Anything else feels like a gimmick.

Staffing is a huge issue facing the industry right now. What will it take to solve what has become a crisis for many hotels?

We have to take care of our employees and show them that a career in hospitality is a great career. We need to put dignity and job security back into hospitality jobs. As Arne Sorensen once said, “If we take care of our people, they will take care of our customers, and business will take care of itself.”

Looking ahead to the next 12 to 24 months, what is at the top of your to-do list?

To be the best advisor to our clients and help them navigate through market challenges while identifying the right investment opportunities. We can only do this by having the best team of advisors. It all goes back to the team you have.

You’ve spent your entire career in hotels and hospitality after majoring in hospitality at the top-ranked program at Cornell. What attracted you to the field as a college student and what has kept you in it for decades?

My passion for travel and culture. I consider myself a global citizen, and this is the best career for that.

There are still not many women in the C-suite, and certainly not as CEOs, in the travel industry. Why do you think that is, and what will it take to get more women at the top?

Sadly, this is not unique to this industry. But what is very disappointing is that there are more women working in hospitality than men, yet we don’t have much representation at the C-suite level. It will take commitment, being intentional about developing future female leaders, and those of us who have made it to the C-suite have a responsibility to help other women as well. All stakeholders need to be united in this front.

What advice do you have for young people today who are interested in a career in hospitality?

Follow your dream and make it happen. The next several decades are going to be transformational in hospitality, and you definitely want to be part of the journey.