IRVING, Texas—Spire Hospitality announced the appointment of Nancy Johns as senior vice president of commercial strategy. In her new role, Johns will lead commercial strategy across Spire’s properties. She will also integrate AI into commercial decision-making to improve speed and precision.
“Nancy has the experience and collaborative approach to turn a more integrated commercial strategy into stronger returns across the portfolio,” said Richard Sandoval, CEO of Spire Hospitality. “Growing revenue is only part of the equation. The real goal is stronger hotel performance, and I’m confident Nancy will help our teams make smarter commercial decisions every day.”
Johns brings more than two decades of hospitality commercial leadership experience spanning revenue management, marketing, digital strategy, distribution, and technology. Most recently, she served as a marketing executive at JC Resorts, where she led marketing strategy across the company’s luxury resort portfolio, including Surf & Sand Resort in Laguna Beach and Rancho Bernardo Inn. Before that, she spent nearly six years as senior vice president of integrated marketing and digital solutions at Crescent Hotels & Resorts.
“Commercial strategy isn’t about picking a lane between revenue, sales, and marketing anymore,” she said. “The hotels that win are the ones where those teams move together and stay aligned with operations, finance, and the property teams making decisions every day. My focus is bringing that throughline so we can act on opportunities faster and make better decisions at the property level.”
Johns chairs the HSMAI Americas Marketing Advisory Board and was awarded one of HSMAI’s Top 25 Extraordinary Minds in Hospitality Sales, Marketing & Revenue Optimization in 2025.
