Luis Manuel Velarde joins Elegant Hotels of the World as Vice President for Latin America.
London, United Kingdom 16 July 2025: Elegant Hotels of the World, the pioneering performance-driven luxury soft brand, has announced its expansion into Latin America with the appointment of Luis Manuel Velarde as Vice President for Latin America (LATAM). The strategic move underscores Elegant Hotels of the World’s commitment to global expansion and regional growth.
With over 20 years of hotel experience across IHG and Marriott, Luis will lead market development for Elegant Hotels of the World in Latin America, focusing on hotel membership acquisition and building brand awareness. His extensive background and industry expertise will be instrumental in driving the soft brand’s growth strategy in the LATAM region.
Luis Manuel Velarde shared: “I am excited to join Elegant Hotels of the World at this pivotal time. The LATAM market presents immense opportunities, and our innovative approach will drive significant value for our member hotels. At its heart, Elegant Hotels of the World is about community, offering independent hotels a powerful global platform that celebrates individuality while delivering the scale, support, and connectivity of a global brand.”
Catt McLeod, VP Elegant Hotels of the World commented: “We are thrilled to welcome Luis Manuel Velarde to our diverse team. His expertise and vision align perfectly with our goals for growth in Latin America. This expansion underscores our commitment to providing independent hotels the world over with the best representation and distribution services. With Luis at the helm, we are confident that we will significantly enhance our presence in this vibrant market.”
The announcement follows the recent appointment of Anita Chan as CEO of Elegant Hotels of the World in Asia Pacific, reinforcing Elegant Hotels of the World’s accelerated expansion across key global markets and complementing a robust global sales structure that includes over 60 representative offices and a presence in every major travel region.
As a pioneering global soft brand Elegant Hotels of the World is breathing new life into luxury representation to generate significant value for independent luxury hotels. Powered by HotelREZ, one of the leading representation and distribution companies in the world, Elegant Hotels of the World offers its member hotels a powerful, technology-driven platform that expands global distribution, champions direct bookings, and delivers real commercial growth while preserving the individuality and autonomy that define independent luxury hotels.
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