Jean-Pierre van der Rest is Professor of Business Administration at Leiden University, one of Europe’s leading research universities. He previously served as a Professor, Research Director and Associate Dean at Hotelschool The Hague. Jean-Pierre received a PhD in Business from Oxford Brookes University (Oxford School of Hospitality Management), a MA in Managerial Economics from University of Durham (Department of Economics and Finance), and a BBA in Hotel Administration from the Hotel Management School Maastricht. His research focuses on pricing decision-making and revenue optimization in the hotel and restaurant industry. He currently is editor for the Journal of Hospitality and Tourism Research (JHTR), along with Prof. Li Miao and Prof. Peter Kim, and has won several research awards. Jean-Pierre has taught in Bachelor, Master, MBA, and Executive Education programs, has chaired accreditations, and has been an external examiner, external advisor, and a visiting professor at various international business schools. Recipient of various competitive research grants, he actively promotes research and teaching excellence.