All-inclusive group Playa Hotels & Resorts has appointed Silvia Catena as commercial director with responsibility for the UK and Europe.
Catena (pictured), who starts her role immediately, will be tasked with driving sales for the company’s individual brands across all markets and managing partnerships, including making sure key partners visit Playa properties regularly.
She previously worked with Tripadvisor in the UK and for Cara Hotel Marketing, which involved managing a portfolio of more than 70 hotels in the Caribbean for the UK and European markets.
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Anders Sparkhall, commercial director at Playa Hotels & Resorts, said: “We are delighted to have Silvia join the team. I’ve no doubt that her valuable experience will be an asset, helping us to continue our drive for increased sales performance year on year across all of our brands and in all of our key markets.”
Catena, who is originally from Italy and speaks fluent Spanish and English in addition to her native language, will work closely with Lucy Abdul, commercial manager for the UK and Ireland, as she maintains and improves partner relationships and builds new ones across various sectors.
Another task will be ensuring key partners are fully trained on the product offered in Jamaica, Mexico and the Dominican Republic.
Catena said: “I’m delighted to be working with Playa Hotels & Resorts. My representation experience within the Caribbean lends itself perfectly to this commercial remit and I can’t wait to work with the team to help drive Playa and its brands within the UK, Ireland, Spain, Italy and other emerging European markets.”