About Us
We are a results-oriented company because of our incredible team members. Each individual has a true passion for unlocking each of our client's property's and seeing its fullest potential. We are delighted to introduce the following leaders and members of Revenue Generation LLC.
Meet Our Team
Tim Wiersma
Founder & Principal
With more than two decades of experience in the hospitality industry, Tim Wiersma is recognized as a leader in revenue management. Specializing in property and portfolio revenue management, sales, marketing, distressed-asset turnaround, and asset assessment, he consistently delivers results for properties around the world.
Before founding Revenue Generation LLC, Tim was a vice president with Host Hotels and Resorts, a Fortune 500 company and the largest premiere real estate hospitality company in the world. He has also held a vice president position at TPG Hospitality, a private equity firm with over 60 full-service hotels representing all major markets and brands, and he was vice president Red Roof Group where he oversaw the Revenue Strategy of over 650 economy hotels. He has held other corporate-level positions with Starwood Hotels and Resorts and Canadian Hotel Income Properties and has been a key advisor for Marriott International in sales and revenue management.
Over the course of his career, Tim has worked with all major brands and independent properties and has developed top line business intelligence tools, dashboards, and business configurations to assist hotels in driving optimal results. He thrives on finding innovative ways to turn around underperforming assets while motivating sales and revenue teams.
Tim holds a BA in Business Administration and Finance. He is an active member of HSMAI (Hospitality Sales and Marketing Association International) and is currently serving on its board as chair of the Revenue Optimization advisory board.
In his spare time, Tim enjoys spending time with family, friends and flying a Cessna 172.
Dan Skodol
Vice President, Data Science and Analytics
Dan Skodol is a hospitality revenue management, data science, business intelligence, and analytics practitioner with over twenty years of diverse experience in gaming, hotels, multifamily real estate, single-family real estate, airlines, vacation rentals, and hospitality technology.
Dan joined Revenue Generation LLC in May of 2023 as Vice President of Data Science and Analytics. He currently serves on the Revenue Optimization Advisory Board for HSMAI North America, a seat he has held since 2019. Dan was most recently Vice President of Revenue Management and Distribution with Inspirato, a subscription-based luxury travel provider. Prior to that, he spent nearly nine years leading Data Science at Rainmaker, later acquired by Cendyn, researching and designing enhancements and innovations within the company’s hospitality product suite, as well as supporting thought leadership topics and studies via analytics. Dan also held Director of Revenue Management roles for two casino organizations in Atlantic City, and Archstone Communities. He holds a BA from Yale University and a Master of Management in Hospitality degree from Cornell. Dan and his wife reside in Denver, CO with their two sons and enjoy cooking, skiing, hiking, and travel.
Dan's superpower includes finding new and different ways to apply the revenue management discipline in non-traditional contexts, looking for the common threads that make for the successful application of Revenue Management as well as the nuances that require adjustment of traditional strategies and approaches.
Paarul Suri
Vice President, Revenue Management Operations
Paarul Suri is an accomplished hospitality professional with two decades of experience spanning revenue management, commercial strategy, technology, and business analytics. She brings a global perspective and a forward-thinking approach to helping hospitality organizations improve performance, strengthen commercial decision-making, and achieve sustainable revenue growth.
At Revenue Generation LLC, Paarul works closely with hotel owners, operators, and commercial teams to develop and execute revenue strategies that align with each property's unique market position and business objectives. Her approach combines analytical rigor with practical, actionable solutions, helping clients navigate changing market conditions, identify opportunities, and maximize asset performance.
Passionate about advancing the revenue management discipline, Paarul has served on the HSMAI Revenue Optimization Advisory Board, contributing to industry conversations around innovation, emerging technologies, and the evolving role of commercial strategy in hospitality.
Paarul has also pursued executive education through the University of California, Berkeley's Haas School of Business. She brings a collaborative, results-oriented mindset to every engagement, reflecting Revenue Generation's commitment to building lasting partnerships and delivering measurable results.
Stephanie Del Giudice
Director, Digital Marketing
Stephanie is a gifted digital marketing strategist who knows how to use digital platforms to achieve business growth goals. A tech-savvy trendsetter who has innovative ideas to improve customer experience and deliver business to the bottom line.
Stephanie’s superpower is her ability to quickly assess needs and new opportunities that inspire meaningful changes for her clients. Her passion for people and connection sets her apart in this zone being a millennial who can make sure her ideas are easily understood and always proven with a significant return on investment.
In her spare time, Stephanie enjoys spending time at her cottage with family & friends and travelling.
Spencer McLaughlin, CHRM
Director, Revenue Optimization
Spencer understands that it takes a lot to operate a hotel. Coming up in the industry working in hotel operations, he has an appreciation of the challenges and difficulties facing hotel teams and their leaders. Spencer has spent years driving commercial strategy in the areas of revenue management, sales, and eCommerce/digital marketing.
Spencer's superpower is in suggesting out-of-the-box revenue generation solutions. Using thoughtful, data-inspired recommendations paired with his unique perspective, Spencer will help maximize your topline revenue performance.
In his spare time, Spencer enjoys staying in with his kids (4 cats), rewatching comfort shows like Stargate, Buffy, or Charmed.
Anelia Abdukhalikova
Director, Revenue Optimization
Anelia is an excellent revenue manager that has experience with a diverse set of hotels and resorts. She is highly efficient, disciplined, and problem solving oriented, allowing her to overcome the most complex challenges.
Anelia’s super power is her ability to quickly see what can be improved and then to translate big picture goals into manageable targets thus helping everyone stay on track.
In her spare time Anelia loves traveling, going for long walks, spending time with her family, and being outdoors.
Hector Villarreal
Director, Revenue Optimization
With over a decade of dedicated service in the hospitality sector, Hector stands as an accomplished professional renowned for his expertise in revenue management, operations, and sales leadership. His career journey spans pivotal roles in Radisson Hotel Group Americas/Choice Hotels, where as Director of Revenue Optimization Services, he achieved remarkable milestones. Notably, Hector drove an 8% year-over-year expansion in hotel client base and sustained a consistent 7% increase in market share for engaged hotels. His leadership was pivotal in successful system migrations, seamless departmental integrations, and the establishment of innovative revenue enablement groups.
Before his tenure in the hospitality industry, Hector showcased his leadership prowess as Sales & Solutions Operations Manager at Mutual of Omaha Insurance Companies. There, he exceeded sales targets, achieving $12 million in year-end sales, and implemented Lean Six Sigma methodologies to drive continuous improvement. Hector holds an Arts Degree from Wade College, Dallas, TX, along with certifications including CRME (Certification as a Revenue Management Executive) and CHIA (Certification in Hotel Industry Analytics).
Hector's superpower lies in his ability to transform data into captivating narratives that inspire decisive action and drive positive outcomes. With his keen insight and analytical prowess, he crafts compelling stories from complex datasets, empowering others to make informed decisions and take impactful actions.
An active member of the community, Hector is deeply committed to family and community service. In his leisure time, he enjoys quality moments with his family, enriching his life with their joy and laughter.
Megan Watters
Director, Revenue Optimization
Megan Watters brings a strong background in hotel revenue management, strategic forecasting, pricing optimization, and operational performance. With extensive experience working across a variety of hospitality markets and hotel environments, Megan has developed a reputation for delivering data-driven strategies that help properties maximize revenue, improve profitability, and strengthen overall business performance.
Her expertise includes revenue analysis, budgeting, market positioning, operational planning, and performance optimization, combined with a collaborative approach that supports both ownership groups and hotel leadership teams. Megan’s experience in hotel operations and revenue strategy allows her to identify opportunities that drive measurable results while maintaining a strong focus on the guest experience.
Megan works closely with hotel owners and operators to develop customized revenue management solutions tailored to each property’s unique goals and market conditions. Her analytical mindset, industry knowledge, and practical approach help clients navigate an evolving hospitality landscape with confidence and long-term success.
