End-of-year review: Leadership in the hospitality industry

Sean Tribull, who leads our Hospitality & Leisure team, analysed C-suite appointments in his sector this year. He compares them with his findings for last year, and considers what might happen in the hospitality industry in 2025.

I joined Venari Partners’ Hospitality practice in August 2023, having spent around a decade working in the industry. It’s an intriguing time for hospitality, with the sector continuing to grow and respond to post-pandemic demand. Furthermore, there are exciting shifts around diversity, equity and inclusion (DEI) taking place, though it will probably be a few years before we see meaningful changes in representation – at least, at senior level. We’ve seen some interesting and surprising things in the industry in 2024, so let’s do a little recap of the year in hospitality!

C-suite analysis

Last year, I noted that my sector had seen considerable turnover at C-level. After a relatively stable period post-pandemic, hospitality leaders began to move around once more – and I anticipated that such activity would likely pick up in the years to follow. This has certainly been the case in 2024: I have recorded a massive 120 new C-suite appointments across leading industry players this year.

Leadership transformations have been driven by a number of factors, including strategic shifts, regional trends, and the steady growth of DEI policies and internal development in the industry. It’s been a dynamic year for hospitality, belying critical insights into the evolving landscape of leadership in the sector. But just what does this entail?

Gender diversity

Last year, women comprised 26% of the senior leadership appointments we noted. The 19 women who were appointed to C-suite roles in 2024 accounts for a drop of ten percentage points compared with 2023. However, it is important to recognise that this year we have considered a larger sample group, so the overall number represents an increase on 2023.

Some of the key moves across the sector for this year include Ariane Gorin joining Expedia as CEO, Anna Nash’s appointment as President at Explora Journeys, and Barbara Muckermann joining Kempinski Hotels as CEO. When I asked Barbara for a quote about her new role, she responded as follows:

I am incredibly humbled and excited about being the custodian of one of the oldest heritage brands in hospitality. I am delighted to play an integral role in this incredibly iconic brand’s next chapter while honouring its rich history, and very much look forward to working in tandem with amazing colleagues globally to continue to make the Kempinski name synonymous with individual luxury.

Internal promotion vs. external recruitment

Now, this is a fascinating shift. In 2024, we’ve seen a real and noticeable pattern away from internal promotions (19, or 16%) to external hires (101, or 84%) in executive leadership. Same-company moves have always been a traditional path to leadership, though it seems now that as hospitality looks to the future, organisations within the sector are placing increasing value on fresh perspectives.

Some of the most notable external hires that we saw in 2024 include Joe Pettigrew, who became CCO at L+R Hotels; Christian Clerc, the new CEO of Auberge Resorts; and Omar Romero, who has joined Minor Hotels as CDO. Meanwhile, Anna Nash, who joined Explora from Aman, says:

I am incredibly proud to join Explora Journeys at such a pivotal moment in its growth and development. The brand’s dedication to redefining the luxury ocean travel experience is inspiring, and I look forward to working closely with Pierfrancesco Vago and the talented team to continue building on this vision.

Inside versus outside industry

I mentioned in the previous section that many companies are looking for fresh perspectives, though it seems this comes with the caveat that candidates need existing experience. We’ve noticed a decrease in the percentage of candidates - 6%, accounting for just seven candidates – appointed to C-suite positions from outside of hospitality compared with last year (12%).

Organisations that look to other sectors for recruitment remain outliers, with most extra-hospitality hires going to the brand and marketing or people and culture spaces. Some notable appointments that bucked the trend in 2024 include Courtney Goldstein, who is now CMO at Vail Resorts after leaving Comcast, and Michael Grieve, who joined Jumeirah from Gucci as Chief Brand Officer. Michael notes:

My passion lies in creating and delivering impactful brand strategies that resonate with diverse and discerning audiences, grounded in authenticity and the brand's core values. The Jumeirah brand is built from exceptionally strong foundations, and I believe we now have an unparalleled opportunity to define an identity and ultra-luxury experience that sets Jumeirah apart and supports its global growth ambitions. I'm very proud to join them on this exciting journey.

Geographical breakdown

Most of the C-suite moves we saw this year came from the Americas, which accounted for 68 (56%) of the appointments analysed. EMEA was not far behind, at 43 (36%), while we saw less movement in APAC (9 moves, or 8%) due to a smaller number of players overall, as well as a more conservative approach to hiring in the region this year.

What’s next for executive leadership in the hospitality industry?

Given that it was a very busy year with a lot of moves, I would expect a slight decrease in activity for leadership appointments in 2025. A lot of companies set themselves up in 2024 to support their targets and goals for the next five-plus years. That said, I also expect more overall consolidations in the industry next year, as well as more structural changes similar to those undertaken by Marriott recently.

I imagine we will also see more leaders with commercial and development backgrounds coming up – something I highlighted in the article previewing my upcoming podcast series with hospitality CEOs. Be sure to tune in!

Other areas that industry leaders will need to focus on in 2025 include championing DEI, as well as health and wellbeing, for their staff and brand identities. Truly experience-led offerings, too, will be central for businesses looking to stay competitive in this fast-moving industry.

Final words for 2024

It’s been a great year, and I look forward to more of the same for 2025. Until then, I’d like to wish a happy and restful holiday season to everyone in my network. If you need assistance with executive leadership solutions in hospitality for the upcoming year, I’d love to hear from you – please get in touch!