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Joana Pires Coelho has a wealth of experience in the hospitality industry. Joana began their career in 2011 as a Spa Recepcionist Trainee at Amorim Turismo. In 2012, they moved to Rent4Days Apartment Rentals, where they worked as a Customer Care Assistant and Reservations Department Trainee. From 2013 to 2016, they worked at Tivoli Hotels & Resorts, where they held various positions including Assistant Revenue Manager, Revenue Assistant, Revenue Trainee, and E-Commerce Trainee. In 2017, they joined Xotels - Hotel Management Company as a Cluster Revenue Manager and Senior Cluster Revenue Manager. In 2023, they began working as a Solutions Consultant (Revenue Manager) at PriceLabs.

Joana Pires Coelho attended Universidade Europeia from 2009 to 2012, where they obtained a University Degree - EQF level 6 in Tourism. Joana then returned to Universidade Europeia from 2012 to 2013 to pursue a Postgraduate Degree in Hospitality Management.