Milvus Lab — Commercial Transformation for Airlines, Parks & Resorts

Airlines, theme parks, water parks, zoos, hotels, and cinemas are converging on the same commercial problem: how to price, sell, and forecast demand for a fixed, perishable inventory of tickets and seats. The businesses that solve it well — with the right pricing architecture, distribution mix, and AI-driven forecasting — capture the margin their competitors leave on the table.

What we do

Five disciplines, one commercial system

Each engagement draws on the same core toolkit, sized to what the business actually needs — a full commercial transformation, or a focused fix to one revenue line.

Strategy & commercial transformation

Enterprise-wide commercial strategy and organizational transformation — the roadmap, governance, and sequencing to move a business from where it is to where its P&L needs it to be.

Profitability & ancillary revenue

Building ancillary and loyalty revenue as disciplined, standalone lines rather than afterthoughts — from onboard retail to annual passes and membership products.

Product & distribution

Sales channel strategy, B2B and B2C distribution mix, and the systems and partner relationships that get the right offer to the right customer at the right cost of sale.

Revenue management, automation & AI

Demand forecasting and pricing automation, including hands-on experience scoping and deploying live AI/ML forecasting models — not slideware.

Pricing & ticketing

Pricing architecture and ticketing strategy across dynamic, tiered, and bundled models — built from two decades of owning pricing P&L at airlines, parks, and hotels directly, not advising from the outside.

How we work together

Three ways to engage

The right format depends on the problem — a seat at the table, a scoped advisory sprint, or a session for your team or students.

Embedded

Interim management

Stepping directly into an executive seat to lead the commercial transformation from the inside, not just advise on it from the outside.

CCO · Chief Revenue Officer · Chief Transformation Officer · Head of Commercial

Advisory

Consulting assignments

Scoped engagements against a specific problem and timeline — a commercial diagnostic, a pricing overhaul, a distribution strategy, or a transformation roadmap.

Thought leadership

Speaker engagements

Keynotes and sessions on commercial strategy, pricing, and AI-driven revenue management for executive education programs and industry conferences.

Track record

Results, not frameworks

A selection of outcomes from direct commercial leadership roles — not consulting engagements, but the P&L she was personally accountable for.

+30%

Per-cap growth and EBITDA expansion across Parques Reunidos' 62 parks and hotels (EQT-owned)

40%

RASK improvement on LOT Polish Airlines' America and Asia routes during a two-year turnaround

85%

Of all Vueling revenue owned directly as Revenue Management & Distribution Director

AI-powered demand forecasters built and deployed live — one for parks, one for hotels

Iliana Cruz

Founder, Milvus Lab

Commercial executive with 25+ years leading revenue, pricing, and distribution for airlines, theme parks, hotels, and retail — across private equity, turnaround, and high-growth environments. Managing Director experience with full P&L accountability, most recently leading global revenue management for Parques Reunidos' 62 parks and hotels, and before that owning 85% of Vueling's revenue as Director of Revenue Management, Pricing & Distribution.

An early mover on applying AI to pricing and demand forecasting, with live deployments at both Vueling and Parques Reunidos that delivered measurable commercial results — not pilots that stalled, systems now running in production.

Executive MBA — IMD, Lausanne Digital Business Strategy — MIT Sloan Global Price Excellence Award, 2025

Prior commercial leadership roles

Vueling (IAG) · Parques Reunidos (EQT) · LOT Polish Airlines · airBaltic · Gate Retail Onboard (Gategroup) · Mexicana Airlines · KLM · Northwest Airlines

Who we work with

Any business selling a ticket to a fixed inventory

Aviation is the deepest bench of experience — but the same commercial discipline applies everywhere admission, seat, or capacity is the product.

Airlines

Network carriers, low-cost carriers, and turnaround situations

Amusement & water parks

Single parks and multi-site portfolios

Zoos & attractions

Admission, membership, and annual pass programs

Hotels & resorts

Room revenue, packages, and ancillary spend

Cinemas & entertainment venues

Ticketing and concession revenue strategy

Concerts & live events

Dynamic pricing and distribution for ticketed events

Senior strategy, right-sized delivery

Milvus Lab is built around a simple idea: the commercial strategy, the transformation roadmap, and the business case need a senior operator who has actually owned the P&L before — not a large team billing by the hour.

For the technical build — the AI/ML models, data pipelines, and dashboards — Milvus Lab partners with a vetted network of data science and analytics specialists, scoped and directed the same way Iliana has done it before: leading business, IT, and data science teams together to ship something that runs in production, not a proof of concept that stalls.

Strategy & scoping

Led directly — commercial diagnosis, transformation roadmap, business case

Technical delivery

Data science and engineering partners, brought in and directed as needed

Commercial ownership

Accountable for the outcome — revenue, EBITDA, and adoption — through to results

Let's talk about your commercial performance.

Whether it's a full commercial transformation or a focused pricing and distribution fix, the first conversation is a diagnostic — no pitch deck required.

iliana@milvuslab.com

linkedin.com/company/milvus-lab

Based in

Madrid, Spain