Frontera Hotel Group


Sales & Marketing

Although the Frontera strategies for sales and marketing all have maximum return of investment as the goal, the specific approach is customized to each individual property. This begins with a deep and comprehensive analysis of the property, the market, customer segmentation, and areas of opportunity. We then customize a sales and marketing strategy that encompasses revenue management, local and global sales, web marketing, wholesale and OTA optimization, social media, and digital advertising.

Revenue Management

Frontera provides each property with full revenue management support from systems management, pre-opening or ramp-up setup, weekly strategy review calls, channel optimization, forecasting, and annual budget planning.

Guest Service

The hallmark of a Frontera managed hotel is it’s guest centered service philosophy. From our recruitment process to our individual and team training programs, we strive to create and maintain a guest loving culture that is directly aligned with the brand’s standards of service.

Food & Beverage

In line with Frontera’s vision of enhancing the hotel’s unique identity in the market, we customize our menu offering based on the environment we operate in so that the end product is enhanced with local flair and the service delivery is more personal. We work with the hotel team in developing a more robust menu without compromising profitability by establishing proper expense and inventory controls.

To accomplish great things, we must not only act, but also dream, not only plan, but also believe.

Anatole France


Frontera is an approved management company for the following brands: Hilton Hotels, Starwood Hotels, Intercontinental Hotels Group, Hyatt Hotels, Carlson Rezidor, La Quinta and Choice Hotels. As such, we are devoted to upholding the integrity of the assets we manage, whatever flag it may represent. We take great pride in defining the fine balance of achieving excellent standing with each brand partnership, without compromising the interests of the investors we represent. In the process, we acknowledge and accept total commitment to the financial success of our owners and investors by carefully positioning and operating individual hotels as unique and successful profit centers.

VP of Operations

As Vice President of Operations, Abdul will be responsible for the strategic management of our assets, ensuring brand compliance, renovation, re-positioning of various assets and working with a team of highly professional staff to achieve company goals and objectives. Prior to joining Frontera three years ago, Abdul held positions as Regional Director of Operations for PNP Hospitality, and oversaw a $5 million PIP for one of our largest assets; Holiday Inn in Richardson, TX.

His experience includes opening a 5 Star Crowne Plaza hotel overseas as GM & Certified NHOP Manager for IHG in Asia. He also managed few independent hotels in Michigan, and spent four years with Hyatt Hotels in Los Angeles, where he was responsible for creating efficiencies in the rooms division of this 540 room asset.

Chairman & CEO

A fearless and dynamic leader, revered in the highest stature by his team of associates and investors, Peter brings with him over thirty years of global hospitality experience with a proven track record for streamlining hotel operations through product enhancement and human asset development. Upon taking the helm of any organization, Peter zealously provides unwavering commitment and direction to the corporation and to the professionals he represents.

His innate desire for excellence and his infectious yearning for growth filter down to each and every subordinate he leads. During his 5 year tenure as the Senior Vice President of Operations for Highgate Hotels, he was instrumental in bringing 13 more hotels in the portfolio. While overseeing multiple acquisitions and brand conversions, one of his properties was privileged to bag the distinction of being the “Finest Westin Conversion Award,” honored by Starwood hotels. All these in addition to having direct and indirect responsibility for 32 combined assets, whose total revenue for 2008 exceeded $1.6 billion, with total asset valued at $4.6 billion.

SVP of Sales, Marketing & Revenue Management

Linnet Bautista’s proven strategic and disciplined approach to hotel sales has delivered consistent revenue streams to all assets she represents. Linnet has worked with Hilton, Intercontinental Hotels Group, Carlson, and Wyndham brands. Her targeted partnerships with brand account representatives and experience with varied market segments have brought in stellar RevPAR indices for her properties. In this capacity, Linnet develops and implements sales and marketing programs to maximize each hotel’s revenue channels and expand its market share.

Zuhair Bheda
VP of Investments

Frontera has acquired Zuhair to accelerate the company’s international growth, primarily focusing in the Caribbean, Latin America and specific regions in the Middle East. Zuhair currently provides support to the team in analyzing various acquisition opportunities for the hotel group. Conducts due diligence, reviews financial reports, reviews STR data, performs market analysis, and visits various hotels to provide a comprehensive report on all potential acquisitions.

Vice President of Sales

Yodvadee received her Master’s Degree in Hotel Management from the University of North Texas. Her passion in generating consistent revenue streams and turning around distressed properties is what makes her one of the top sales executives in our industry. Prior to becoming Vice President of Sales for Frontera, Dee was working with one of our ownership groups as Regional Director of Operations.  Her experience with brands include IHG, Choice, Carlson Rezidor, as well as independent boutique hotels where she was able to add value through her relationships with many top clients who find Dee to be very customer focused.

Corporate Director of HR

Justin serves as the Payroll and HR Administrator for Frontera Hotel Group, through a partnership with Excel Human Resource Services. He has spent the last 13 years of experience working in Hotel and Human Resource Management. He has a passion for people, which led him to the Hospitality Industry. He has high expectations for his team and expects the best! Justin has worked with the Hilton, Starwood, Marriott and IHG brands. Justin holds a Bachelors in Human Resource Management, Master’s in Business Administration degree as well as his Professional in Human Resources certification.

Director of Hotel Accounting

Trisha joined Frontera Hotel Group in 2012 as hotel controller of our Hilton brand and assisted in streamlining various accounting principles and quickly became the company trainer. Her extensive knowledge of our accounting programs has enabled Trisha to move to our corporate office in 2015, working closely with our CPA to ensure timely and accurate financial statements to our ownership groups. She is proficient in various property management systems, particularly Hilton and IHG brands.

Regional Director of Operations

Becky joined Frontera in 2015 as Regional Director of Operations for our Marriott, IHG, and Carlson brands in the State of Texas. A graduate of Massachusetts College of Liberal Arts. Becky started in hospitality immediately after graduating and quickly rose to General Manager positions across multiple La Quinta Hotels in the State of Florida. She received the La Quinta General Manager of the Year in 2004 and proceeded to a regional leadership role within the brand. Becky later joined ET Group as Director of Operations, to expand her horizons with Hilton, Wyndham, and Choice brands.

A satisfied customer is the best business strategy of all

Michael LeBoeuf


Executive Roundtable Series - Thinking outside 'The Box'

The Hotel Business Executive Roundtable, “Thinking outside ‘The Box’: The Challengers and Rewards of a Diverse Portfolio,” held at La Quinta Inn & Suites Dallas North Central in Dallas, evaluated the opportunities available in the current landscape, as well as the role of branding.

Presented by Hotel Business, hosted by La Quinta Inns & Suites, and sponsored by Sonifi Solutions, BDNY and the International Hotel, Motel + Restaurant Show (IHMRS), the roundtable was moderated by Stefani D. O’Conner, Hotel Business executive mew editor and managing editor, roundtables.

Read more article: Executive Roundtable Series – Thinking outside ‘The Box’

Reference: Hotel Business

Frontera Hotel Group assumes management of three new properties

Frontera Hotel Group assumed management for three hotels. The hotels include the 88-room Holiday Inn Express & Suites in the Dallas suburb of DeSoto, Texas; the 101-room Holiday Inn Hammond Northshore in Hammond, La.; and the 158-room Quality Inn in Houma, La.

Read more article: Hotel Management URL

Reference: Hotel Management

The Radisson Atlanta Northwest held its grand opening

The Radisson Atlanta Northwest held its grand opening on Monday, July 21, after completing a comprehensive renovation earlier this year.  The 218-room, 10-floor property is owned by San Diego-based LLJ Frontera Atlanta Ventures and managed by Dallas-based Frontera Hotel Group.

The hotel, which is near Dobbins Air Force Base as well as a variety of other business and leisure demand generators – features 6,600 square feet of flexible meeting space; a full-service restaurant; a lobby bar with 12 large-screen HD televisions; a fitness center with health club-caliber amenities; and a seasonal outdoor swimming pool.

Read more article: Asian Hospitality URL

Reference: Asian Hospitality

Frontera LLJ Ventures open Atlanta Radisson

Frontera Hotel Group and LLJ Ventures have opened the Radisson Hotel Atlanta Northwest, 1775 Parkway Place SE in Marietta, after extensive renovations. The 218-room hotel is Carlson’s only full-service property in the metropolitan Atlanta area. Radisson is part of the Carlson Rezidor Hotel Group.

David Berg, chief operating officer of Carlson, visited the property just prior to the hotel’s grand opening.

The hotel features a full-service restaurant and lounge, more than 6,600-square feet of flexible ballroom and meeting space, an outdoor pool, fitness center and a fully remodeled lobby area. Located off Interstate-75 in Marietta, the hotel is convenient to Dobbins Air Force Base, Lockheed Martin, Southern Polytechnic State University and The Home Depot Store Support Center. The new Atlanta Braves stadium will be just a few miles away from the hotel after opening in 2017.

Established in 2013, Dallas-based Frontera is one of the fastest growing hotel management companies in the country. Frontera Hotel Group offers management services, operations consulting and sales/marketing consulting. It is an approved management company for Hilton Hotels, Starwood Hotels, Intercontinental Hotels Groups, Hyatt Hotels and Choice Hotels. Frontera now manages numerous hotels in Georgia, California, Texas and Wisconsin, which are valued at more than $100 million.

LLJ Ventures is the private equity arm of the San Diego-based LM Group and invests in a range of projects through syndication of equity from its clients. It owns properties in California, Texas, Wisconsin, Ohio and Washington.

Reference: The Marietta Daily Journal

Frontera adds two hotels to managed portfolio

Tuesday, July 02, 2014 – FRONTERA HOTEL GROUP of Dallas, Texas, has added two hotels to its portfolio of managed properties.

Led by Peter Bheda, president and CEO, Frontera has agreed to operate an 88-room La Quinta Inn & Suites and a 92-room Holiday Inn Express & Suites. Both properties are in Denton, Texas, and are owned by Angel Hospitality of Frisco, Texas, which acquired the hotels Monday. Both hotels had undergone extensive renovations prior to the real estate closings.

Bheda notes that Frontera is continuing to seek additional management agreements as well as acquiring its own hotels in the midscale and upscale limited-service segments.

Read more article: Asian Hospitality URL

Reference: Asian Hospitality

Complete guest satisfaction, maximum profitability for owners

Key Executives Peter Bheda, president & CEO: With more than 30 years in the hospitality industry, Bheda is highly accomplished and highly regarded for growing sales, profitability, guest satisfaction and portfolio value. He has held senior executive positions in the U.S. and around the world with Highgate Hotels, Starwood Hotels & Resorts, Wyndham Hotels & Resort, InterContinental Hotel Group (IHG), and Radisson Hotels & Resorts. He has also served as president and CEO of two hotel management companies – Platinum Portfolio and DM International. Born in Pakistan, Bheda immigrated to the U.S. in 1971. He earned a degree in aeronautical engineering at New York University.

Read more article: Complete guest satisfaction, maximum profitability for owners

Reference: Asian Hospitality

If your actions inspire others to dream more, learn more, do more and become more, you are a leader.

John Quincy Adams

Nothing is so contagious as enthusiasm

Samuel Taylor Coleridge