This week, Miraval Group announced the appointment of Thomas P. Botts as senior vice president and chief marketing officer. Botts will lead digital and traditional marketing, public relations, customer relationship management, advertising, sales, revenue management, and distribution initiatives from New York City. He will also be responsible for developing and executing all marketing strategies designed to drive customer acquisition, retention, and profitability across its growing luxury resort, spa, and wellness portfolio. “Tom Botts’s proven leadership experience in branding, revenue management, and technology will be instrumental in driving overall brand growth and property performance,” says Steven A. Rudnitsky, president and CEO of Miraval Group. “His strategy development competencies will be an asset in creating distinctive branding and a customer experience that will set Miraval apart with both new and existing customers, as we continue to expand our portfolio into new markets and additional verticals.”
The 28-year travel industry veteran entered the hospitality industry with Starwood Hotels & Resorts Worldwide where he served as vice president of global travel industry sales and strategy and vice president of distribution strategy and operations. Botts also worked for Hotwire.com and Delta Air Lines in multiple e-commerce, revenue management, and customer service roles of increasing responsibility. Most recently, he served at Denihan Hospitality Group as executive vice president and chief customer officer where he was responsible for brand management, sales, revenue management, and business intelligence. Botts currently serves as a board member for Adara Media, Duetto Research, GuestDriven, RocketMiles (acquired by Priceline Group), Vacatia, and Thayer Ventures.