HotelREZ Appoints Frank Fuentes as SVP Americas to Drive Regional Expansion Strategy

HotelREZ Hotels & Resorts has appointed Frank Fuentes as Senior Vice President – Americas, a move aimed at strengthening its presence across North and Latin America amid growing regional investment in hospitality. Fuentes brings nearly three decades of experience and will lead efforts to expand the company’s footprint and commercial performance across the Americas.

Leadership Role to Drive Regional Growth

In his new role, Fuentes will be responsible for accelerating portfolio expansion, enhancing account management, and strengthening relationships with hotel partners across the region. His appointment aligns with HotelREZ’s strategic focus on scaling its independent hotel representation model in high-growth markets.

The company indicated that the market region is experiencing increased investor confidence, contributing to strong development activity and growth across premium hotel segments. Fuentes is expected to play a central role in capitalizing on these opportunities.

Extensive Experience Across Global Hospitality Brands

Fuentes joins HotelREZ after more than 15 years with InterContinental Hotels Group, where he most recently served as Regional Director of Sales – Central America. In this role, he managed sales performance across multiple brands, including InterContinental, Crowne Plaza, Holiday Inn, Holiday Inn Express, and Staybridge Suites.

During his tenure, he was responsible for driving revenue growth, aligning regional sales strategies with global brand objectives, and overseeing performance across a diverse portfolio of properties.

Career Background and Industry Expertise

Prior to his tenure at InterContinental Hotels Group, Fuentes held leadership positions with several hospitality organizations, including Z Ocean Hotel South Beach – IHG, The National Hotel, Biltmore Hotel. He began his career as International Sales Manager at Boca Raton Resort & Club, where he developed his foundation in luxury hospitality sales.

His experience spans sales leadership, strategic account management, and regional operations, positioning him to support HotelREZ’s expansion and performance objectives in the Americas.

Company Strategy and Growth Momentum

HotelREZ Hotels & Resorts currently supports a global portfolio of more than 2,500 independent hotels and maintains a portfolio retention rate exceeding 90%. The company has reported continued growth, including an 18.6% increase in revenue year-on-year and a 9.8% rise in global RevPAR.

The appointment of Fuentes follows recent leadership additions within the organization, reflecting a broader effort to strengthen its executive team and support long-term expansion plans. According to Mark Lewis, Founder and Group CEO, "Frank is a proven leader with deep relationships across the Americas. His appointment strengthens our leadership on the ground at a time when culturally rich, experience-led destinations across the Americas are entering a new phase of growth."

Fuentes, commenting on his new role said, "What stands out at HotelREZ is the clarity of intent, global ambition without detachment from the hotel owner."