HotelREZ® Hotels & Resorts, one of the world’s largest, fastest-growing, and quality-driven hotel representation companies, announces the appointment of Luis Manuel Velarde as Vice President for Latin America (LATAM). HotelREZ is committed to growth in the global market and regionally.
Luis Manuel Velarde will spearhead the rollout of HotelREZ’ s brand portfolio in LATAM, including Best Loved Hotels®, Elegant Hotel Collection®, and Direct Hotel Bookings™. Best Loved Hotels targets independent, upscale hotels while Elegant Hotel Collection is geared towards luxury properties that are centered around experience. Elegant Hotel Collection places a high emphasis on results and production without high fixed cost, providing members with a risk-averse solution.
Luis has over 20 years’ experience in executive sales, including senior roles with IHG and Marriott. His vast experience and knowledge of the industry will be crucial in driving HotelREZ’s growth strategy for LATAM.
HotelREZ’ s approach aims to deliver incremental revenue and reduce reliance on OTAs through Direct Hotel Bookings initiatives™, increasing profitability and reducing distribution costs. HotelREZ is a global Sabre Hospitality Partner, offering deep integration and strategic alignement, as well as full representation in comparison to plug-and-play resellers. HotelREZ’s model, especially for Best Loved Hotels sets it apart from other basic tech providers. This advantage has been well received by independent hotels around the world.
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HotelREZ is reporting a substantial pipeline of prospective LATAM partners, including independent and regional hotels. The next phase of the project will be focused on establishing regional support infrastructure in order to guarantee seamless onboarding and delivery of services. However, operational excellence and global services will continue to be driven by the UK.
Mark Lewis, the Group CEO of HotelREZ said: “As an entrepreneurial, bootstrapped business, our success is built on innovation, agility and understanding hotelier’s needs.” Our model is based on performance, not fees, and focuses on delivering measurable values at scale.
Luis Manuel Velarde said: “I’m excited to be joining HotelREZ in this pivotal moment.” Our innovative approach to the LATAM market will create significant value for our partner.
HotelREZ is planning to expand its portfolio in the future to include more than 500 independent and boutique hotels in the region, as well as private label solutions offered to regional hotel chains.
HotelREZ’s competitive edge is a combination of advanced technology, demand generation, and operational excellence. Elegant Hotel Collection, a luxury brand based on performance that appeals to travelers with high standards, is growing in popularity.
A customer-first philosophy has led to industry-leading rates of retention. HotelREZ is committed to sustainability and diversity, equity and inclusion. The group has now surpassed the NASDAQ in terms of number of hotel keys. However, being privately owned, it is not affected by quarterly NASDAQ cycles. This ensures service stability, and a constant focus on delivering additional income and quality representation.
