Miraval Group has appointed 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 programme 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.