LONDON, United Kingdom, April 16th, 2026 – HotelREZ Hotels & Resorts today announces the appointment of Frank Fuentes as Senior Vice President, The Americas, as the Group accelerates its expansion across the region and strengthens leadership capacity to support continued global growth.
Frank Fuentes joins HotelREZ following over fifteen years at InterContinental Hotels Group (IHG), holding senior regional leadership roles across the Americas. His track record of working closely with owners, operators and management companies to drive portfolio growth, brand expansion and global distribution aligns strongly with HotelREZ’s performance‑led, owner‑aligned approach. The appointment brings immediate regional depth and reinforces HotelREZ’s strategic focus on expansion across the Americas.
Frank Fuentes began his career in independent hotel representation at Utell, grounding his leadership in accountability, owner partnership and performance. Combined with his franchise‑scale and company managed experience, this perspective aligns directly with HotelREZ’s strategy to scale independence with discipline across the Americas.
“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,” said Mark Lewis, Founder and Group CEO of HotelREZ. “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.”
Commenting on his appointment, Frank 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. The ability to bring a hotel to market in weeks and not months helps to bring the distribution market to a new level.”
Frank Fuentes joins HotelREZ as part of a deliberate expansion of the Group’s senior leadership team, following strong commercial performance and alongside recent appointments including John Seaton as Chief Growth Officer and Hadley O’Dwyer as Vice President of Customer Success and Engagement.
HotelREZ supports more than 2,500 independent hotels, aparthotels and regional groups globally, representing approximately 222,500 rooms (keys). Around 56% of the portfolio — approximately 1,400 hotels, or 124,600 rooms — is fully adopted across the core HotelREZ service suite, while portfolio retention remains above 90%, with many customers exceeding 21 years of tenure. The Group operates at a scale comparable to major multinational hotel companies, while remaining privately held and organically grown.
In its most recent full‑year results, HotelREZ reported revenue growth of 18.6% year‑on‑year and a 9.8% improvement in global Revenue per Available Room (RevPAR). Performance was driven by resilient demand across the independent sector and deeper engagement across the Group’s distribution, representation and technology services.
HotelREZ operates a structured portfolio of curated soft brands designed to support independent hotels at different stages of growth. This includes Best Loved Hotels, a global collection providing visibility and representation for distinctive independent properties, and Elegant Hotel Collection, the Group’s luxury carve‑out representing qualifying luxury and upscale hotels through a performance‑led participation model.
