Daniel Berrones
Senior Director, Loyalty Owner Engagement | Hospitality, Platform Economics & Owner Value Creation
- Role
- Sr Director, Uscan Loyalty Program Performance & Owner Engagemenr at Marriott International
- Location
- Washington, WA, US
- LinkedIn followers
- 500 followers
About Daniel Berrones
I’ve spent my career working at the point where hospitality strategy meets real-world economics.For more than 14 years at Marriott International, I’ve partnered with hotel owners, operators, asset managers, and internal leadership to help make sense of complex platforms and programs (Marriott Bonvoy) and translate them into outcomes that actually matter: adoption, trust, and long-term value.My role sits between the franchisor and the franchisee, where there’s rarely a clean answer and almost always a tradeoff. I spend a lot of time helping stakeholders understand why something is changing, what it means financially, and how to make it work on-property. That often includes stepping in during high-stakes moments involving platform changes, economic pressure, reimbursement questions, or end-of-contract discussions, when clarity and credibility matter most.What people tend to come to me for is- Turning complex systems into clear, decision-ready conversations- Helping commercial and operational leaders tell a credible value story- Navigating friction without losing relationships or trust- Bridging operations, finance, and platform strategy in a practical wayEarlier in my career, I held finance and operations roles at both the property and corporate level, including Financial Planning & Analysis, post-merger platform integrations and post-acquisition property performance improvement. That foundation still shapes how I approach problems today—with an operator’s lens and a bias toward action.I’m particularly interested in how large hospitality platforms create value at scale without losing the human judgment and operational reality that the industry depends on.
Experience
Sr Director, Uscan Loyalty Program Performance & Owner Engagemenr
Jan 2025 — Present
Education
University of Houston
Bachelor of Science, Hotel and Restaurant Management
2007 — 2011
University of Houston-Victoria
Master of Business Administration (MBA), Finance
2012 — 2015
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