Virtuoso has announced the appointment of seasoned executive Lori Kresse as vice president, hotels and resorts. In this role, Kresse will oversee the network’s longstanding property program, Virtuoso Hotels & Resorts, and the team that services Virtuoso’s preferred partners within this category.
As Kresse takes on this role, her primary objective is to enhance and elevate the hotel program by effectively responding to evolving market dynamics, increasing the value for partners and members alike, while also securing a leading competitive advantage. She will spearhead efforts to diversify revenue streams, while also crafting innovative services and benefits for Virtuoso members and partners.
Kresse joins Virtuoso with two decades of leadership, brand and marketing experience. Most recently, she served as senior vice president of client service and integrated marketing at Spherical, a New York agency, where she was responsible for driving revenue results for hotel and hospitality clients including Aman, EDITION Hotels, Maybourne Hotel Group, Proper Hotels and Rosewood Hotels & Resorts.
Prior to her role at Spherical, Kresse honed her skills at distinguished agencies Huge and iCrossing/Hearst, where she managed multimillion-dollar accounts for global brands such as Google, Fairmont, Hilton, JP Morgan Chase, InterContinental Hotel Group, Marriott and more. With a strong focus on full-service digital offerings encompassing strategy, search marketing, social media, display, analytics and web design, she has led global account teams to success. Her expertise shines particularly bright in crafting targeted hotel opening strategies, increasing brand visibility and implementing impactful performance campaigns.
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