Latin American regional leader, HotelREZ, announces the appointment of Luis Manuel Velarde as Vice President
## HotelREZ's Latin America Expansion: A Focus on Growth, Sustainability, and Partnerships
HotelREZ Hotels & Resorts, the 16th largest hotel company globally by number of keys, is making significant strides in the Latin America (LATAM) market. The privately held company, not subject to quarterly NASDAQ cycles, is dedicated to sustainability initiatives and prioritizing diversity, equity, and inclusion (DEI).
In a pivotal move, HotelREZ has appointed **Luis Manuel Velarde** as Vice President for Latin America, bringing over 20 years of executive sales experience from the hotel franchise and distribution sector. Velarde's extensive background, which includes roles at IHG and Marriott, will be instrumental in driving HotelREZ's growth plans in the region.
### A Strategic Approach to Growth
HotelREZ's strategy in LATAM is multifaceted, focusing on growth, distribution, and regional partnerships. The company aims to expand its portfolio to include over 500 independent hotels and boutique properties in the region by 2028.
The rollout of HotelREZ's brand portfolio, led by Velarde, includes:
1. **Best Loved Hotels**: Targeting upscale, independent hotels, this brand adds value through targeted marketing and distribution. 2. **Elegant Hotel Collection**: Focusing on luxury, experience-led properties, this brand offers a risk-averse luxury solution with high production and results without high fixed costs. 3. **Direct Hotel Bookings**: Enhancing direct booking capabilities to improve hotel profitability and customer engagement.
### Building for Success
In addition to portfolio expansion, HotelREZ is focusing on infrastructure development. The company is building regional support infrastructure to ensure seamless onboarding and service delivery for new partners. Operational excellence and global service delivery will continue to be driven from the UK.
### A Performance-Based Approach
HotelREZ's competitive advantage lies in coupling advanced technology with demand generation and operational excellence. The company's model is performance-based, not fee-heavy, and focused on delivering measurable value at scale. This approach, coupled with industry-leading retention rates, makes HotelREZ an attractive partner for hotels seeking to enhance their distribution and revenue generation without incurring high fixed costs.
Mark Lewis, Group CEO of HotelREZ, emphasizes that the company's success is built on agility, innovation, and understanding hotelier needs. As Velarde takes on his new role, he expresses excitement about joining HotelREZ at this pivotal time in the LATAM market.
In Croatia, travelers are invited to slow down and savor the moment, as the Elegant Hotel Collection gains traction as a performance-based luxury brand. With a significant pipeline of prospective partners across LATAM, including independent hotels and regional groups, HotelREZ is poised for growth in the region.
velarde's appointment as Vice President for Latin America will be instrumental in driving HotelREZ's growth plans, which include expanding their portfolio to over 500 independent hotels and boutique properties in the region by 2028. HotelREZ's competitive advantage lies in its performance-based approach, which combines advanced technology with demand generation and operational excellence, allowing hotels to enhance their distribution and revenue generation without incurring high fixed costs.
