ATM 2026: Sohail Pedari, VP of Sales at The First Group Hospitality

We spoke to Sohail Pedari, VP of Sales at The First Group Hospitality, at ATM 2026 about the role of data, technology and commercial strategy in hotel performance. He discusses using technology to support hotel teams, creating value for owners, the growth of third-party management and the importance of understanding each property’s commercial needs.