Juan Luis Nicolau

J. Willard and Alice S. Marriott Professorship of Revenue Management
Juan Nicolau
361 Wallace Hall, Virginia Tech
295 West Campus Drive
Blacksburg, VA 24061


Juan Luis Nicolau is the J. Williard and Alice S. Marriott Professor of Revenue Management in the Virginia Tech Pamplin College of Business. He has authored 2 books, 5 book chapters and more than 90 journal publications (over 60 of them published in journals listed on the Web of Science’s Journal of Citation Reports), such as Strategic Management Journal, Omega: The International Journal of Management Science, Journal of Business Research, Economics Letters, Marketing Letters, European Journal of Operational Research, Journal of Travel Research, Annals of Tourism Research, Tourism Management, International Journal of Hospitality Management, Tourism Economics, Journal of Services Marketing or European Journal of Marketing. Before joining Virginia Tech, he was tenured Full Professor of Marketing and the Dean of the College of Economics of Business of the University of Alicante (Spain). He has received 15 research and teaching awards including the Research Award for the best PhD thesis in tourism in Spain, 1st Prize in the Malaga Research Contest to the best tourism research project, Valedictorian Doctorate Award of the University of Alicante, Award for the best research project in tourism in the International Tourism Trade Fair (FITUR), Unicaja Award to the best socioeconomic research project, or the Teaching Excellence Award jointly bestowed by the State Government of Valencia (Spain) and the University of Alicante. He is listed among the world’s top-25 international researchers in tourism according to the ranking published in the 2015 Tourism Management Perspective journal.

Research Keywords

Choice models, firm value, revenue management, pricing.

Courses Taught

HTM 4454 Revenue Management

Academic Degrees

PhD, University of Alicante
BS, University of Alicante