Advisory Board

We are very pleased to announce the creation of our new Hospitality Industry Advisory Board. Comprised of veteran ex-hospitality executives, this newly formed Advisory Board will provide insight, expertise and guidance on our new product and go-to-market initiatives, as well as serve as an important “voice of the customer”. We believe their ongoing involvement with Eleven will make us even better at providing our customers with highly innovative software solutions and supporting them with excellence.

Larry Dustin

Hospitality Focus, Inc.

Larry Dustin, a Seattle-based advisor with over 40 years of experience in the hospitality and travel industry, has had a wide array of senior leadership and management positions to his credit. In addition to his current role as Principal providing advisory services, he is currently developing for his own account three new businesses: one, is aimed at the largest single segment of the domestic travel market; another is a unique destination resort in the Pacific Northwest, and the third is a branding re-application business.

Dustin’s hotel career began when he joined Westin Hotels & Resorts. For nearly 14 years, he held a variety of management positions with Westin properties in Honolulu, Seattle, Kansas City, Atlanta, San Francisco and Tulsa, with his last position with Westin as development officer for new hotel projects in Ottawa, Chicago, New Orleans and Denver.

Until recently, Larry was an independent director for iBAHN, also serving as Vice Chairman. Prior to his involvement with iBAHN, Larry held a variety of senior-level management positions including Director and President of EMTG, LLC, d/b/a Mobil Travel; President of Travel Services International’s Lodging Division; Senior Vice President, Lodging for Universal Studios, Inc.; Principal and CEO of AspenCrest Hospitality, Inc; President and COO for Aircoa Hospitality Services, Inc; and Senior Vice President for Sitmar Cruises. Mr. Dustin also served as an independent director for CNL Hospitality Properties, Inc.

Larry is a graduate of Michigan State University.

Kenneth R. Greger

Greger/Peterson Associates, Inc.

Kenneth R. Greger is CEO and Managing Director of Greger/Peterson Associates, Inc., Strategic Advisors for Executive Selection & Success. With offices in Los Angeles, CA and Portland, OR, the firm specializes in filling senior executive leadership positions for Hospitality & Leisure companies nationwide. Assignments range from top-level corporate positions for NYSE-listed clients to senior executive positions for independent one-of-a-kind “trophy” properties.

Mr. Greger is an active member of the International Society of Hospitality Consultants and has spoken at several of ISHC’s Summits. He also chairs the Global Spa Summit’s worldwide Human Capital Task Force. Mr. Greger has participated for eight years as a member of the ALIS Steering Committee and has spoken at ALIS on numerous occasions, as well as at The Lodging Conference. Mr. Greger has been published frequently in The Cornell H.R A. Quarterly, Hotel & Motel Management and other leading industry publications, including a feature story in 2009’s HOTEL Yearbook. Prior to forming Greger/Peterson Associates, Inc. in 1990, Mr. Greger spent 12 years on the professional staff of two international search practices and one boutique firm, as well as serving as an auditor with Deloitte & Touche out of college.

Ken holds a Bachelor of Science degree in Business Administration and is a Certified Public Accountant in Oregon, Washington and California.

Donald J. Semmler

James Hospitality, LLC

Don Semmler is a developer/manager of high return hotels and is currently developing a 100 room Residence Inn outside of Charleston SC. Don is also working with Marriott International to develop an independent select service platform to launch a potentially disruptive new brand, project Blend. In addition, Mr. Semmler provides hotel consulting services, working recently for the CEO of the Cosmopolitan Resort opening in Las Vegas and a JP Morgan hotel development at the Randhurst Mall outside Chicago.

Don Semmler was previously Executive Vice President, Global Full Service Brands for Marriott International, Inc. Mr. Semmler’s specific responsibilities included leading the development and implementation of brand strategy and execution of product, service and experience innovation across Marriott’s global full service lodging portfolio (Ritz Carlton, JW Marriott, Marriott Hotels and Renaissance). Don also co-created a new brand platform with the Autograph Collection and established a partnership with Ian Schrager that launched a new luxury tier lifestyle brand, Edition Hotels.

Mr. Semmler’s career with Marriott spanned 32 years and included several key executive management positions in North America, the Middle East and Asia, with oversight in sales, marketing, rooms operations, food and beverage and hotel development. Mr. Semmler served as Executive Vice President of the North American Central Region, managing approximately 800 hotels with nearly $4 billion revenue.

Don holds both a B.A. and M.B.A. from Michigan State University and has completed Advanced Management Programs at Stanford Business School, The Wharton School of Business and Harvard Business School. Mr. Semmler is a current member of the Board of Governors for Children’s Miracle Network Hospitals.

Robert Rippee


Robert Rippee is an expert marketer. With over 20 years in the luxury Hospitality and Real Estate Development as a background, Robert currently is the CEO and Managing Partner of FORMO which he created in 2008 in partnership with a multi-national real estate development company and in 2010 spun off as a wholly independent company. Robert is also an academic professional currently serving on the faculty for the University of Georgia’s prestigious Terry College of Business. At the Terry College, Robert designed and teaches a class to MBA students on Luxury Marketing.

Robert has over 20 years of experience in sales and marketing of luxury brands, ranging from salesman to CMO including Chief Marketing Officer for DPS Sporting Club Development Company. Prior to that he served as President and COO of White Oaks Development Company; Vice President Brand and Marketing, The Sea Island Company; and Brand Area Director of Marketing, Ritz-Carlton Hotel Company. He has worked with many iconic brands including Hyatt, Ritz-Carlton, Westin and Boca Raton Resort club.

Recognized for his interesting and highly targeted insight into a variety of topics, Robert has been quoted by a variety of different media including the Wall Street Journal, DELL Trade Secrets eBook and Carol Roth’s highly regarded business blog.

Robert holds an MBA from the University of Georgia, and a Bachelor of Science in Finance from the University of Wyoming.