Juan Luis Nicolau, who will join the Department of Hospitality and Tourism Management in the Pamplin College of Business in August, has been named the Marriott Professor of Revenue Management by the Virginia Tech Board of Visitors.

Established in 2008, the J. Willard and Alice S. Marriott Foundation endowed the Marriott Professorship to support the Department of Hospitality and Tourism Management, ranked No. 2 in the U.S. and No. 6 in the world, and its ability to recruit a faculty member specifically dedicated to taking the most progressive research and best practices in hospitality management and translating it into practical applications in the classroom.

Nicolau is currently a professor of marketing and dean of the College of Economics and Business at the University of Alicante in Spain. His research interests are the analysis of individual choice behavior and the examination of firm market value.

He is widely published in the premiere hospitality and tourism journals as well as in top journals in the fields of marketing and management. Nicolau has served on the editorial boards of many professional journals in his field and has won 12 international awards for his research. He has presented his work at more than 80 international conferences.

Nicolau has taught both graduate and undergraduate courses and has participated in numerous projects related to teaching innovation. He has received many teaching excellence awards, including University Professor of the Year in 2010.

At the University of Alicante, he served as vice dean from 2008 to 2014 before becoming dean. He has been a visiting scholar at Temple University’s National Laboratory for Tourism and e-Commerce in Philadelphia and at the University of North Florida.

He received his Ph.D. from the University of Alicante.    

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