Adam Reeves is CEO of The Robert Parker Hotel Collection, a family owned group of four hotels in Northumberland and Scotland. Adam joined the company in 2019 having worked in motorsport, associated hospitality, and latterly rural estate management. A diverse CV, but as Adam says, they all involved managing historic properties, business (money!) and importantly people. An early career in sales led Adam to focus on revenue generation in all roles and this has continued within The Robert Parker Hotel Collection. Recognising that while marketing and messaging was a real strength, selling and grasping the principles and intricacies of revenue management was something to focus on. Initially working with an agency and latterly developing their own team who work with an RMS is an ongoing and enjoyable challenge.