On John’s first day in the hospitality industry 27 years ago he was tasked with increasing revenue by 10 percent in just a few months. Three weeks later, the Gulf War started and global travel precipitously dropped. This shift forced him to get creative in driving demand and identifying new revenue opportunities, while still managing costs. The experience has been a lifelong lesson that John brings to his clients in continually challenging the status quo and looking for innovative ways to identify customers, create a better customer experience, and leverage technology while never losing focus on improving productivity. Currently, Mr. DuBois is a Vice President in NTT DATA’s Digital Application and Information Management practice where he leads the Digital Business Consulting and Application Management Outsourcing (AMO) team.