Maui, HawaiiHonua Kai Resort
Maui, HawaiiHotel Wailea
VermontTwin Farms
CaliforniaHotel Winters
Commercial Strategy & P&L Leadership
Hospitality · Revenue · Distribution · Growth
About
Will Song applies the rigor of a University of Chicago economist to one of the most intuition-driven industries in the world. The result: a fifteen-year track record of transforming underperforming independent hotels into market leaders — without the safety net of a flag, a brand, or a renovation budget.
In 2014, he founded Lights On Digital, a revenue and commercial strategy firm he grew from a single property to 51 hotel partnerships across Hawaii and the mainland — delivering 180% revenue growth in his final three years before a successful exit in 2025.
His résumé includes driving Kauai Shores from a RevPAR index of 77 to 104 in two years with zero capital expenditure; keeping RSVP Hotel open through COVID when competitors closed and delivering 111% RevPAR growth; and taking four separate properties to #1 on TripAdvisor across different markets.
Recognized on the Inc. 5000 and honored with the HLTA Leadership Award for contributions to Hawaii's hospitality industry.
Education
University of Chicago
Bachelor of Arts, Economics
Founded & Exited
Lights On Digital
CEO & Founder · 2014–2025 · Successful exit
Prior Role
Aqua Hotels & Resorts
Revenue Management · 15 hotels, 2,700+ rooms
Recognition
Inc. 5000 · HLTA Leadership Award
Hawaii Hospitality Industry
Expertise
01
Demand-based pricing architecture, yield optimization, and forecasting frameworks that consistently outperform competitive sets. 5% forecast accuracy maintained across a 50+ hotel portfolio.
02
A deep conviction and proven track record: independent properties can outcompete flagged hotels when armed with the right commercial infrastructure. RevPAR index from 77 to 104 — no capex required.
03
OTA strategy, channel management, GDS negotiations, and direct booking growth. Increased direct mix 20% portfolio-wide. Identified early Costco Travel partnership before competitors responded.
04
From 1 property to 51 across Hawaii and the mainland. Built a high-retention team culture, forged strategic partnerships with leading management companies, and engineered a successful exit — the full arc of building and scaling a service firm.
05
Among the deepest Hawaii hospitality expertise available. Fluent in Oahu, Maui, Kauai, and Big Island market dynamics — competitive landscapes, demand drivers, and the interplay of leisure and international travel.
06
Managed $1.5M annual marketing budgets with 10:1 ROAS. Partnered with operations, finance, sales, and ownership groups to drive GOP, NOP, and exceed budget targets across multi-property portfolios.
Selected Clients
Hawaii · Mainland USA
& International