Thursday,  August 11, 2022  8:04 am

Kevin Froemming to leave Playa on Jan. 5; organizational changes announced

  • Hotels
  •   12-20-2021  7:32 am
  •   Pax Global Media

Kevin Froemming to leave Playa on Jan. 5; organizational changes announced
Kevin Froemming, EVP and CCO of Playa Hotels & Resorts, will leave the company on Jan. 5, 2022. (Pax Global Media)
Pax Global Media

Kevin Froemming, executive vice president and chief commercial officer of Playa Hotels & Resorts, will leave the company on Jan. 5, 2022, according to a report

Froemming previously served as president of Unique Vacations (the sales and marketing arm of Sandals Resorts International) before joininf Playa as chief marketing officer eight years ago,

At the time, Playa managed 13 resorts and had recently signed an agreement to convert six of them into either Hyatt Zilara adults-only resorts or Hyatt Ziva, family resorts.

Froemming described his time with Playa as

Those properties opened during Froemming's tenure, and Playa subsequently launched additional all-inclusive brands, including Alltra with Wyndham and Panama Jack (whose properties will convert to Alltra), as well as forming an alliance with Hilton to use its brand on all-inclusives in Jamaica, Mexico and the Dominican Republic.

Playa went public in 2017 and now manages 22 resorts, totalling 8,366 rooms.

In a statement posted by Travel Weekly, Froemming thanked Playa management and employees and described his time with Playa as "extremely rewarding."

Playa had "become a market leader in all-inclusive resort management" and expanded the reach of all-inclusives "to millions of new customers."

Froemming also implied that he was not retiring, stating his "sincere appreciation" to the travel trade and travel advisors, adding, "I look forward to working with you on my next adventure."

As part of Froemming's exit transition, Dean Sullivan has been promoted to senior vice-president and will lead Playa’s sales and marketing efforts, according to a press release Playa issued on Monday (Dec. 20). 

Mulet promoted to Chief Investment Officer

Additionally, Playa has promoted Fernando Mulet to Chief Investment Officer, the company said Monday. 

While maintaining his current property acquisition and project development duties, Mulet is expanding his role to lead The Playa Collection—Playa’s in-house membership program debuting later this month. 

Mulet will also oversee Playa’s growing third-party resort management operations and serve as the central point of contact for a growing network of third-party owners that rely on Playa’s management. 

Additionally, Mulet will assume asset management duties, which include oversight of capital investment and project management.

“Fernando has long been an asset to Playa and my executive team,” said Bruce Wardinski, chairman and chief executive officer, Playa Hotels & Resorts, “and this next step reflects his tremendous success growing our footprint across Mexico and the Caribbean.”

Other organizational changes have been announced. 

Integral to the success of Playa’s consumer direct sales growth, Danny Rose has been elevated to senior vice president with an expanded role of ecommerce, marketing, and advertising oversight.

Also, Eeva Lindroos, who has been responsible for Playa’s proven strategy of driving the highest revenue per available room within Playa's competitive set, has been promoted to senior vice president of revenue management & distribution.

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