Miraval resorts books new CMO

Steve’s breakdown: Miraval resorts don’t spend a lot but they so produce a healthy amount of “content” and we suspect the new guy is going to expand that along with the each new property opening.

DENVER, CO & NEW YORK, NY: Miraval Group today announced the appointment of Thomas P. Botts, a 28-year travel industry veteran, as senior vice president and chief marketing officer, responsible for developing and executing all marketing strategy designed to drive customer acquisition, retention and profitability across its growing luxury resort, spa and wellness portfolio.

Reporting to Steven A. Rudnitsky, Miraval Group president & chief executive officer, Botts will lead digital and traditional marketing, public relations, customer relationship management, advertising, sales, revenue management and distribution initiatives from New York City.

“Tom Botts’ proven leadership experience in branding, revenue management and technology will be instrumental in driving overall brand growth and property performance,” Rudnitsky said. “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.”

Miraval Group, owned by affiliates of KSL Capital Partners LLC, recently launched a nationwide expansion program with the opening of the first Miraval Life in Balance Spa at the five-star Monarch Beach Resort in Dana Point, California.

Botts previously served Denihan Hospitality Group as executive vice president & chief customer officer, responsible for brand management, sales, revenue management and business intelligence. Earlier, he was managing partner of New York-based Hudson Crossing, a strategic advisory firm he co-founded.

Botts entered the hospitality industry with Starwood Hotels & Resorts Worldwide, where he served as vice president of global travel industry sales & strategy and vice president of distribution strategy & operations. Earlier in his career, he worked for Hotwire.com and Delta Air Lines in multiple e-commerce, revenue management and customer service roles of increasing responsibility.

Botts earned a bachelor of science degree in logistics and marketing in 1991 at the University of Missouri, Columbia. He serves as an advisor or board member of Adara Media, Duetto Research, GuestDriven, RocketMiles (acquired by Priceline Group), Vacatia, and Thayer Ventures.

About Miraval Group
Denver-based Miraval Group, owned by affiliates of KSL Capital Partners LLC, is a global leader of luxury resort, spa and wellness destinations. Its flagship property, Miraval Resort & Spa in Tucson, Arizona, pioneered the destination wellness luxury spa resort category with its comprehensive program of activities, experiences and personal treatments.

The resort consistently is recognized by the most respected voices in luxury travel and wellness, including Condé Nast Traveler, Travel + Leisure and Zagat.

The 30,000-square-foot Miraval Life in Balance Spa at Monarch Beach Resort spa features 24 treatment rooms, spa suites for couples, spa boutique, full-service nail salon, Drybar, Deborah Lippmann Nail Salon and relaxation and tranquility zones.

ESPA International Ltd., a United Kingdom-based company that focuses on upscale spas and skin-care products, is affiliated Miraval Group and KSL Capital Partners.

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