Shona Whitehead
Shona Whitehead
Managing Partner
Cogent Blue

Shona is a recognised hospitality industry advisor who specialises in boosting commercial performance and delivering transformational change projects.

Shona has held Senior Director roles with some of our industry’s best-known brands and went on to found Cogent Blue in 2009. She retains the position of Managing Director and works across the sector from budget to luxury hotels, hostels to holiday parks and individual iconic properties to major global brands.

Shona advises hospitality business on a wide range of projects from strategy development to technology implementation, process improvement to organizational change. Together with her team of industry experts, she delivers consultancy and project management services throughout the UK, Europe and beyond. 

Shona is also a Member of the Institute of Hospitality, active on industry advisory boards and a regular contributor, moderator, and panellist at industry events. 

Speaking at The Annual Hotel Conference (AHC)

Going direct: Data-driven Pricing and Distribution Strategies

How are companies adapting to emerging trends? How to increase customer engagement and loyalty through data and technology? How to optimise revenue management strategy? Panellists discuss how to recalibrate for a new chapter in revenue management.