Test it... don't be afraid to fail

ED MARTINEZ a.k.a. "Fast Eddie"
SVP/Revenue Management & Analytics

Strategic analysis is what drives Evolution Hospitality, and Ed Martinez is who drives Evolution Hospitality's strategic analysis. The proclaimed king of Excel spreadsheets with a highly defined understanding of technology and systems, Ed is part of the foundation of any new tool that helps the field work smarter, faster, better. Revenue management is also part of Ed’s DNA. He always goes the extra mile to grow his revenue management team of professionals, some of the best in the industry. He encourages each of them to test cutting-edge ideas even if they fail, because innovation is one of the most important keys to success in the ever-changing revenue management world.

To call Ed a perfectionist doesn't quite capture his true personality - anal retentive, compulsive, maybe even a little neurotic, would be closer to the mark. Disorganization drives Ed crazy; like Excel, he thinks in columns, rows and numbers. For him Mr. 00010010 is far cooler than 007. He is currently hooked on Sudoku and is not satisfied until he completes his daily puzzle accurately, without corrections or side notes.

Ed's a family man and his single most important focus is being the best husband and father he can be. He is also passionate about providing his wife and two children with warm and wonderful memories of shared adventures and experiences; a tradition he hopes will live on through future generations. He likes to capture these moments in photographs and has a surprisingly creative eye for great shots.

Ed's favorite Guiding Principle is: "Test it... don't be afraid to fail." Because Evolution Hospitality allows employees to test new ideas, Ed feels this Guiding Principle has truly been the foundation of his success.


  • Evolution Hospitality, 2011 - Present
  • Tarsadia Hotels, 1999 - 2010
  • Westin Hotels & Resorts, 1987 - 1999