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About Us

The #1 Choice forCentral Reservation Systems

From diminishing perishable hotel room inventory to turning first-time callers into lifelong guests, Advantage Reserve provides high-quality central reservation services to the hospitality industry. We serve independent hotels and management companies with exceptional customer support in Voice Reservation Services.


Mission Statement

Your Success Is
Our Goal

Here at Advantage Reserve, our mission is to enhance the service levels, revenues, and profitability of all of our client hotels by offering timely, gracious, and informed assistance to potential guests. We are all about providing outstanding conversion of all reservation inquiries.

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Our Background + Hotel Experience

Our History

Advantage Reserve, LLC, was founded by Robert Wilson, CHA, in 2007 as a high-touch contact center provider exclusively for the hospitality industry. A 40-year veteran of the hotel business, Wilson was opening a 70-room boutique hotel on Manhattan’s Fifth Avenue when he was challenged with finding an onshore, full-time reservation and information service at a reasonable price. The service would need to provide a conversant staff with hospitality experience, sophistication, and knowledge of the metropolitan area, but there was nothing quite like that on the market. From there, he set out to design the service himself, and Advantage Reserve was born.

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What makes us different

Reservation Sales Agents with Years of Experience

With over 40 years of hospitality experience, we seek team members who have compelling backgrounds in either reservations or front-office at the property level.

Intimate Knowledge of Your Hotel and Local Area

Under the expert guidance of our clients, we compile extensive “bibles” for each property with all of the need-to-know information for our agents to master.

Customizable Solutions to Fit Your Unique Needs

With endless opportunities for customization and personalization, we can streamline our services to reflect the specific needs of our customers.

Comprehensive Agent Training, Ever-Present
Quality Assurance

We’ve got your back. Advantage Reserve hires, trains, and performance-tests our US-based, in-office agents, who receive continuous coaching in order to maintain quality assurance.

Meet Our Leadership Team

Robert Wilson

Founder & President

A renowned business leader in the hospitality industry, Robbie Wilson is the focal point for the vision and leadership for Advantage Reserve — responsible for the strategic direction, business development, revenue, profitability, growth, and continuous improvement of services to partner hotels.

With more than 40 years of experience in the hospitality industry, Robbie has a multifaceted knowledge of hotel management, deep passion for the guest experience, and a successful record in delivering operational excellence and financial results.

His expertise includes:

  • Developing, planning, and implementing operational roadmaps and financial structures that support growth
  • Building and strengthening relationships with external stakeholders, specifically AR’s diverse base of partner hotels
  • Translating initiatives into clear actions for internal and external teams and creating evaluation processes for service levels, conversions, and revenue generation
  • Building a healthy, unified culture that fosters open communication, cross-functional collaboration, and operational efficiencies
  • Ensuring long-term sustainability by working closely with senior leadership on their relevant market analysis, risk analysis, return on investments, prospective partnerships, annual budgets, contracts, and negotiations

Robbie’s wealth of experience includes senior-level responsibilities at 3-, 4-, and 5-diamond management companies and hotels, such as Omni, Four Seasons, Sonesta, IHG, Hilton, Island Outpost Resorts, and several boutique and independent properties.

His extensive experience in all facets of hotel operations — all rooms divisions, food and beverage, sales and marketing, reservations, revenue generation — has instilled in him a deep commitment and service philosophy to always deliver excellent guest services.


Hometown: Medfield, Massachusetts
Favorite Way to Relax: Sun, sand, and water
Favorite Destination: “Cape Cod, and the sights and the aromas always remind me that I am home. I also had a one-of-a-kind experience on a safari trip in South Africa.”
Memorable Experience at Hotel: “It was the Peninsula Hotel New York, and it was the perfect guest experience because of its incredible service and attention to detail. Everything was available. I didn’t have to think. The experience was so effortlessly exceptional, and the staff anticipated my needs before I even considered what I wanted.”

Meet Our Leadership Team

Ai Uemoto

Vice President of Finance

Ai Uemoto is a key member and contributor to Advantage Reserve’s leadership team and partner hotels, ensuring financial health and leading financial strategies for the business.

Having been with Advantage Reserve since its inception in 2007, she manages cost-center budgets, delivers a range of financial reports, and identifies financial trends to optimize financial performance and expansion as well as minimize financial risk.

Creating and maintaining a data- and results-driven culture, Ai’s responsibilities include:

  • Managing payroll, payables, budgets, contracts, deal analysis and negotiations, and procurement
  • Preparing financial reports and forecasts for executives, sales and support teams, account managers, and partner hotels
  • Delivering daily, weekly, monthly, and year-to-date financial reporting
  • Producing reports based on property needs and revenue, caller data, agent productivity and performance, conversions, and booking information
  • Working collaboratively with leadership teams to develop, execute, and manage business plans, operational efficiencies, and key drivers that impact results
  • Monitoring and maintaining internal controls to protect the company assets as well as to support overall risk management

Ai’s decades of experience in hospitality and hotels includes working for and representing highly successful and growth-oriented properties, such as Magna Hospitality, the Cartwright Hotel in San Francisco, Holiday Inn, and the Comfort Inn — ensuring that the customer care instilled in her from deep experience in hotels gets translated to call center operations.


Hometown: Ibaraki Prefecture, Japan
Favorite Way to Relax: Spending time with family — “my husband and my dog Mimi. She is a mix of Shih Tzu and Yorkie, and she is like a daughter to me!”
Favorite Destination: Italy and France — “and I love the Philippines. It’s a beautiful place with a unique, diverse culture and very warm, friendly people.”
Memorable Experience at a Hotel You Stayed: “My husband and I had a staycation at the Atlantic Hotel on Fort Lauderdale Beach. The weather for our long weekend wasn’t so good, very rainy, but the guest experience was fantastic. The hotel service, from the front desk to room service, was so exceptional that we had a great weekend despite the rainy weather!”

Meet Our Leadership Team

Andrea Coleman

Director of Implementation and Client Services

Having a long tenure in the hospitality industry, Andrea Coleman is an exceptional, well-rounded leader with the ability to drive results, execute business strategies, and deliver outstanding customer service. She is focused on supporting the frontline while contributing to top-level strategies.

Andrea’s range of in-depth insights and responsibilities include:

  • Onboarding, training, and coaching staff, such as agents, account executives, and relationship managers, on technologies, platforms, best practices, and procedures
  • Overseeing the implementation of new clients
  • Acting as a knowledge resource for hotel information, systems, data, research, industry trends, revenue generation, and quantifiable benefits
  • Reviewing, monitoring, and auditing quality assurance, workflow patterns, performance standards, service levels, and daily, weekly, and monthly metrics
  • Contributing to pipeline opportunities and strategies with executives, sales teams, and clients for planning, operations, forecasting, and account management

Before joining Advantage Reserve in 2009, Andrea worked for the Tides Hotel and the Kent Hotel in Miami Beach; Holiday Inn; Hilton Garden Inn; Furnished Quarters, a property management company featuring high end rental condominiums; and the corporate task force team at Magna Hospitality, which turned a number of properties in distress into successful operations from a financial, service, and quality standpoint.


Hometown: Mamaroneck, New York
Favorite Way to Relax: Being outdoors and playing with her daughter, and watching movies — “I have seen every movie!”
Favorite Destination: Anywhere with a beach — “I love Puerto Rico, and I’d love to visit Sydney, Australia, and my daughter’s name is Sydney.”
Memorable Experience at a Hotel: “Being in hospitality enables me to many unique experiences and opportunities. When I worked at The Tides in Miami Beach, I met many interesting people, including Jay-Z, Beyoncé, Jamie Foxx, and Janet Jackson. I even went to Janet Jackson’s 50th birthday party!”

Meet Our Leadership Team

Nate Hancock

Operations Manager

Nate Hancock plays a pivotal role on Advantage Reserve’s leadership team, overseeing the execution of sales and service performance for the company’s call center.

His primary responsibility is to ensure that the call center’s operational infrastructure supports and advances exceptional guest services, increased conversions, and revenue generation for our partner hotels.

In addition to managing and monitoring the processes that support and advance a best-in-class guest experience, Nate is focused on:

  • maximizing business results by analyzing qualitative and quantitative data and metrics, updating performance dashboards, evaluating KPIs, and delivering deep-dive reports to senior executives on agent productivity, ROI, and schedule efficiencies
  • implementing initiatives related to quality control
  • training agents on best practices and guidelines
  • monitoring guest satisfaction, service levels of agents, employee engagement and retention, workforce management, and the optimized use of technology and systems
  • developing organizational budgets, managing the achievement of financial targets, and implementing cost-saving actions
  • identifying industry trends, market patterns, regulatory changes, competitive intelligence, and future-thinking innovations

Nate has held managerial and senior-level positions in call center and sales operations, including Slingshot Technology, ranked on Inc. 500 for its dynamic revenue growth.


Hometown: Lehi, Utah
Favorite Way to Relax: “My wife and I love going to the movies as much as possible.”
Favorite Destination: “The northern coast of California, especially Crescent City, a city situated among the Redwoods, and not far from the Oregon border. It’s just a beautiful place.”
Memorable Experience at a Hotel: “I have gone to the Gaylord Texan Resort in Grapevine, Texas during Christmas, and the care and details put into this hotel’s holiday presentation was spectacular. It is such a unique, incredible experience, and it made me feel like a kid again.”

Meet Our Leadership Team

Tahiba Hines

Assistant Operations Manager

As a member of the operations leadership team, Tahiba Hines contributes to high-quality quality guest experiences as well as client profitability by ensuring the performance standards for each reservation specialist are met and enhanced.

In addition to supervising activities and performance for a fast-paced, high-volume call center, Tahiba is focused on:

  • creating employee engagement through high-level training, coaching, and development related to technical skills, customer support, and sales conversions
  • acting as knowledge expert on all product lines, pricing levels, campaigns, and sales promotions among AR’s partner hotels
  • delivering daily reports, metrics, and dashboards to senior management team about team performance, productivity, quality control, and conversions
  • overseeing technologies and systems operations for all reservation specialists
  • quickly resolving and troubleshooting complex problems or escalated issues
  • building relationships with partner hotels to ensure optimal guest experiences, attainment of targeted goals, performance levels of AR teams, and profitability

Tahiba has been with Advantage Reserve since 2015, and her tenure with the company's growth, technologies, customer base, and unique offerings to the hospitality industry provides in-depth, nuanced expertise in providing optimal value to AR’s partner hotels.


Hometown: Negril, Jamaica

Favorite Way to Relax: “My daughter, who is 5 years old, loves swimming in the pool, and I love it too!”

Favorite Destination: “The Cayman Islands. My mother and sister live on Grand Cayman, and my daughter and I visit many times during the year.”

Memorable Experience at a Hotel: “Our family had a big reunion at a Sandals Resort in Jamaica, and the beach is spectacular, the people are so friendly, and the resort has incredible amenities and personalized service. Everything we needed or wanted was on the property. It was a great, fun experience — and it was made better because our entire family enjoyed it!”

Meet Our Leadership Team

Bill Montgomery

Quality Assurance & Training Manager

Bill Montgomery has a visible leadership and development role at Advantage Reserve — responsible for planning, developing, and administering training programs for its high-performing call center teams.

In addition to monitoring the service levels of AR’s reservations agents, Bill works closely with the leadership team to maintain and advance training and quality assurance processes, identify opportunities for performance improvement, and execute strategies that improve guest experiences and sales conversions.

His responsibilities include:

  • Implementing initiatives related to performance measurement, coaching/mentoring, and process improvements
  • Identifying KPIs, insights, trends, benchmarking standards, and other criteria that positively impact the guest experience
  • Leading continuous evaluation and improvement of training methods, service delivery, needs and gap analysis, and guest feedback
  • Monitoring individual as well as team results to ensure attainment of the revenue goals and performance targets
  • Developing technical, sales, and soft-skills training based on the particular needs of partner hotels and their guests
  • Collaborating with management teams to develop ongoing professional development

Bill has a passion for customer care — aiming to make every interaction a positive experience, building trust among internal and external customers, and knowing that the customer experience is critical to sales conversions.


Hometown: Houston, Texas, and Fort Lauderdale, Florida
Favorite Way to Relax: Reading (especially materials about American history), gardening, and visiting Orlando where his daughter lives
Favorite Destination: “Boston because of its history, food, location. It is so much fun, and the people are so personable.”
Memorable Experience at a Hotel You Stayed: “The Roosevelt Hotel in New York City — the service is always great. Plus it has unique, elegant architecture and design that transports me to another place and time. It has great majesty.”

Meet Our Leadership Team

Dwan Blount

Quality Assurance & Training Manager

Dwan Blount is responsible for assessing the quality and the performance of our reservations specialists to ensure guests receive the best and most appropriate care.

A master-certified trainer, and with experience in having started call centers India, Belize, El Salvador, South Africa, and Jamaica, she is an action oriented, innovative leader for the agents on our guest experience team — focused on driving productivity and achieving high levels of quality assurance.

In addition to overseeing ongoing development of optimal guest experiences, her primary responsibilities include:

  • facilitating the organization-wide learning and training for new hires, skills enhancement, and compliance
  • designing and implementing measurement programs to understand training impact
  • monitoring inbound and outbound calls to assess technical accuracy, service performance, and conformity to company procedures
  • leveraging data capture, metrics, and analysis to drive workplace learning, agent accountability, execution of business objectives, and ROI
  • staying current on innovations in training techniques and encouraging a culture of learning and quality improvement
  • proactively consulting with leadership and operations regarding employee performance and departmental results
  • ensuring consistent experiences across all customer touch points and positive outcomes for our partner hotels


Hometown: Miami, Florida and Fort Lauderdale, Florida
Favorite Way to Relax: “I love to travel. I love to get away to small towns that are off-beaten path — anywhere outside of Florida.”
Favorite Destination: “By far, it is Durban, South Africa. I lived there for four months. I have started call centers all over the world, and my career took me there. I got to know the Zulu tribe and became immersed in its culture, customs, rituals, food, and fashion.”
Memorable Experience at a Hotel You Stayed: “I went to an all-inclusive resort in Montego Bay, Jamaica that left me breathless. I even had a butler! He was so sweet and his service was so great. He took care of me in every way, like transportation, preparation for excursions, and insights into the area. I never had experienced such special treatment.”

Meet Our Leadership Team

Alejandra Fernandez-Diz

Director of Human Resources and Learning Development

Alejandra Fernandez-Diz oversees the direction and development of people-related strategies, talent management, and organizational culture for Advantage Reserve.

Working closely with company executives and the operations team, Alejandra’s responsibilities include:

  • Executing organizational development and talent initiatives for recruitment, onboarding, performance management, employee engagement and retention, and HR intervention and resolution
  • Developing and facilitating programs related to learning and succession planning that foster outstanding leaders
  • Providing coaching and consultation to company leadership, supervisors, and agents to support alignment of company culture, mission, and values
  • Overseeing programs that advance culture management, corporate goals, awards and recognition, diversity, inclusion, and change management

Having worked working in operations, HR, and convention services for more than 20 years, Alejandra is committed to the employee experience — providing a great first impression for candidates, establishing trust and confidentiality among employees, and building and sustaining a positive, supportive culture at Advantage Reserve.


Hometown: Santiago de Compostela, Spain — “born and raised!”
Favorite Way to Relax: “I love to read, about 60 to 70 books per year, usually about history, true crime, psychology — I love to know people’s stories and understand motivations, thoughts, and behavior.”
Favorite Destination: “Istanbul is it for me, and one day, I will own a home there. And I can’t wait to go to Azerbaijan!”
Memorable Experience at a Hotel: “It was at the Brown’s Hotel in London. I had had a long trip, arriving from Thailand, and without my asking, the person at the front desk had arranged for special accessories to come to my room that would relieve my fatigue. It was a quiet, but significant experience, specifically because she had listened to me and showed that she cared about my unique experience.”