Patricia Boo is STR’s Area Director for Central & South America.
Patricia completed her degree in Tourism at the Universidad Complutense de Madrid in 2004, holds a Strategic Leadership for the Hospitality Professional Certificate by Cornell University and recently finished a Global Executive MBA at IE.
In 2004, Patricia moved to London, where she first worked in F&B and then in the front office at hotels such as the Metropolitan and the Berkeley. Later that year, Patricia joined STR, where she worked in client services supporting existing clients, loading data and assisting account managers.
In 2009, Patricia transitioned to business development, first as a sales executive looking after the Spanish and Portuguese markets, with a strong focus on local chains and INDVs.
In 2011, as STR looked to expand its business to Latin America, Patricia took on the task of developing and expanding STR’s exposure in that region, making Central & South America STR’s fastest-growing market with a yearly sample growth of 20% until 2019. Patricia moved to Brazil in 2014 to improve the company’s position in that area, and STR’s sample in the region has since grown by 60%.
Patricia often presents at all the major conferences in South America and has taught hotel benchmarking at several universities. New members came onboard Patricia’s team in 2016, and a new office was opened in Colombia.
Patricia has established relationships with regional governments and hotel associations to make STR the preferred benchmarking company for their members, and is committed to helping grow the company’s footprint around the world.