Bill Carroll, Ph. D.

Revenue, Pricing, Marketing

New York, New York, United States
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Actively engaged with hotel ownership groups, intermediaries and start-ups in the areas of revenue, pricing, and marketing management.

Key Consulting Services

  • Search & Social Media Management
  • Pricing, Marketing & Revenue Management
  • Educational Programs On- and Off-line


Bill Carroll, Ph. D. is actively engaged with hotel ownership groups, intermediaries and start-ups in the areas of revenue management, pricing, and marketing management. He is capable of taking a holistic view of marketing, pricing, distribution and revenue management for hospitality related firms. He helps clients chart a successful courses of action through improved strategic focus, organizational change and systems solutions choices.


  • Bill was a Clinical Professor of Marketing at the School of Hotel Administration. He taught courses in economics, revenue management, pricing, new media marketing and distribution. He offers numerous online courses through eCornell. For over 25 years Bill held a variety of senior positions in the travel industry. He was division vice president for Global Marketing Planning at Hertz, where he was responsible for global pricing, yield management, marketing information systems, and counter sales. He implemented the first decentralized yield management system in the car rental industry and a comprehensive Executive Information System that gained national recognition. Bill works closely with Phocuswright, Inc. a travel industry research, consulting and publishing company. He also serves on the review board for the Travel Innovation Summit which recognizes innovation accomplishments in travel and tourism.

Professional & Other

- First Clinical Professor at the Cornell School of Hotel Administration
- Numerous teaching and research awards
- Retired LTC in the US Army Reserve

Industry Associations

Bill's Latest Articles & Case Studies

Bill Carroll, Ph. D.

ChatGPT Accelerates the Evolution of SSI/DID for Personalized Travel Experiences

By Bill Carroll, Ph. D. Jan 19, 2023

An article published by Phocuswright suggested that the evolution DID/SSI, Decentralized Identifiers and Self Sovereign Identity, would transform a fragmented travel experiences market...

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Bill Carroll, Ph. D.

Digital Marketing Performance Evaluation in the Covid-19 Pandemic

By Bill Carroll, Ph. D. Jan 19, 2023

In conjunction with The Hotel School at Cornell University, William Carroll published this white paper on October 1, 2020. As a consulting...

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Bill Carroll, Ph. D.

Hotel Revenue Management Opportunities in a Dynamic and Challenging Landscape

By Bill Carroll, Ph. D. Jan 19, 2023

William Carroll partnered with Phocuswright to conduct an extensive, qualitative study on the evolution of revenue management across the hotel landscape through roundtable discussions and phone interviews with revenue management professionals.

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