BWH Hotels has appointed Joelle Park to the role of senior vice-president and chief marketing officer.

She will report to the company’s president and CEO Larry Cuculic. 

Previously, Park served as the vice president of global enterprise and cross-brand marketing at Hilton, handling the branding, strategy and messaging for various Hilton brands. 

Park will now handle the enterprise’s brand strategy, communications and international marketing, including its loyalty programmes.

Park said: “BWH Hotels is at an exciting chapter in its celebrated history and brand evolution, with a strong portfolio of diverse brands. 

“I am passionate about brand building, from uncovering the essence of a brand’s purpose to crafting insight-driven marketing that drives performance. 

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“Each brand in the portfolio is special, making this an exceptional opportunity to curate those unique brand attributes into a compelling story to share with the world.”

Park is said to have introduced combined, go-to-market strategies with reliable messaging across sales, marketing and communications that boost performance.

In September last year, BWH Hotels launched a new upscale brand property, Vīb Denver RiNo, in Denver, the US.

BWH Hotels consists of three hotel companies: WorldHotels, Best Western Hotels and Resorts and SureStay Hotels.

The group has nearly 4,300 hotels in more than 100 countries and territories across the world. It boasts 19 brands across every chain scale segment, from economy to luxury.