Virtuoso appoints Lori Kresse as VP, hotels & resorts

Virtuoso has appointed seasoned executive Lori Kresse as vice-president, hotels and resorts, according to a news release.

In this role, Kresse will oversee the network’s longstanding property program, Virtuoso Hotels and 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 responding to evolving market dynamics, increasing the value for partners and members, 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 preferred partners.

Kresse joins Virtuoso with two decades of extensive leadership, brand and marketing experience. Most recently, she served as senior vice-president of client service and integrated marketing at Spherical – a New York-based 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.

 “With her wealth of experience and unwavering dedication to client service, Lori is a meaningful addition to the Virtuoso network,” said Virtuoso Vice-President, Global Partner Relations Rakesh Dewan. “Her ability to influence and lead in a rapidly changing environment, coupled with her deep knowledge of our esteemed partners, will propel our team to new heights of success.”

Prior to her role at Spherical, Kresse honed her skills at agencies Huge and iCrossing/Hearst, where she managed multi-million-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 skillfully led global account teams to success, Virtuoso says. 

"Her expertise shines particularly bright in crafting targeted hotel opening strategies, increasing brand visibility and implementing impactful performance campaigns," said the consortium. 

Kresse’s educational background includes studies at Louisiana State University and Tilburg University in the Netherlands.

She joins Virtuoso this week, working from Virtuoso’s New York office, and reports to Dewan. 

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