Libbi Carlson, CRME appointed Director of Commercial Strategy
Libbi Carlson, CRME, has taken on a new role as Director of Commercial Strategy at Apple Hospitality REIT. Based in Richmond, Virginia, she will lead commercial strategy initiatives across the company’s hotel portfolio, overseeing revenue, distribution, and profitability performance.
Carlson brings more than two decades of experience in revenue management and commercial strategy, with a strong track record across REITs, third-party management companies, and global hotel brands. Her career reflects deep expertise in revenue optimization, portfolio strategy, and cross-functional leadership.
Before joining Apple Hospitality REIT, she spent over six years with Remington Hospitality, most recently serving as Vice President of Revenue Strategy. In this role, she led enterprise-wide revenue strategy for a diverse hotel portfolio, built and mentored revenue leadership teams, and served as a Hilton brand subject matter expert, driving sustained revenue growth and strategic alignment. She also supported Remington Hospitality as part of the Revenue Strategy Taskforce, where she spearheaded revenue optimization initiatives for flagship assets.
Earlier, Carlson held the position of Corporate Director of Revenue Management at PM Hotel Group, overseeing global revenue strategy and managing a team of directors across multiple markets. She previously spent more than seven years with Interstate Hotels & Resorts (now Aimbridge Hospitality), progressing through roles including Regional Director and Area Director of Revenue Management, where she led revenue performance for large, multi-branded hotel portfolios.
Her earlier career includes senior revenue leadership roles with Alliance Hospitality Management, multiple Hilton-branded properties, and The Waldorf=Astoria, where she built a strong foundation in analytics, forecasting, and enterprise revenue systems.
Carlson is widely recognized for her strategic approach to revenue management, operational collaboration, and ability to translate data into commercial performance at scale.
People on the Move is an initiative by Tourism Insights, a SECP-registered tourism think tank and hospitality media platform, spotlighting leadership appointments and career milestones across the global hospitality and tourism industry.
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