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HotelREZ has announced the appointment of Frank Fuentes as senior vice president for the Americas to lead its expansion across the region.
Fuentes joins the group after 15 years at InterContinental Hotels Group where he held senior regional leadership roles. He began his career in independent hotel representation at Utell.
The appointment follows an 18.6% year-on-year revenue growth for the company. It currently supports more than 2,500 independent hotels and apartments globally, representing approximately 222,500 rooms.
Fuentes will focus on North America and Latin America to capitalise on rising investment and development activity. The move follows other recent additions to the senior team, including chief growth officer John Seaton.
Data from the group’s most recent full-year results shows a 9.8% improvement in global RePAR. Approximately 56% of its portfolio is fully adopted across the core service suite.
The company remains privately held and operates curated soft brands including Best Loved Hotels and Elegant Hotel Collection. Portfolio retention currently stands above 90%.
Mark Lewis, chief executive of HotelREZ, said: “Frank is a proven leader with deep relationships across the Americas and a strong track record of helping hotels grow through disciplined commercial strategy, distribution and owner partnership. His appointment strengthens our leadership on the ground at a time when culturally rich, experience-led destinations across the Americas – particularly in Latin America – are entering a new phase of growth.
“Frank’s background at scale, combined with his independent-sector roots, directly supports our next phase of global expansion as we continue to scale an independent-first platform built on performance, service excellence and disciplined execution.”
Fuentes added: “There’s a powerful symmetry in returning to an independent-first model after years working at the global franchise scale. What stands out at HotelREZ is the clarity of intent – global ambition without detachment from the hotel owner. It’s a platform built on discipline, accountability and performance, not layers of complexity. That combination feels both timely and credible, and it’s what makes this role genuinely compelling.”
