Nancy Johns

Nancy Johns has joined Spire Hospitality as Senior VP, Commercial Strategy. Johns will bring revenue management, sales, marketing, and distribution together under a single profit-driven, AI-forward strategy for the company’s portfolio.

Johns joins Spire Hospitality after more than two decades of hospitality commercial leadership. Most recently, she served as Marketing Executive at JC Resorts, where she led marketing strategy for 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, Integrated Marketing and Digital Solutions at Crescent Hotels & Resorts, aligning marketing innovation and technology with commercial strategy across a portfolio of more than 120 properties. Earlier in her career, she spent more than seven years as Corporate Director of eCommerce at Pyramid Hotel Group, building digital marketing and revenue strategy for more than 100 hotels and resorts, and held strategic account management, revenue management, and regional field marketing roles at Expedia and Starwood Hotels & Resorts.

Johns chairs the HSMAI Americas Marketing Advisory Board, having previously served as vice chair, and was named to HSMAI’s Top 25 Extraordinary Minds in Hospitality Sales, Marketing & Revenue Optimization in 2025. She has also served on the Marketing Advisory Boards for Marriott International & Hilton Worldwide.

“Commercial strategy in this industry isn’t about picking a lane between revenue, sales, and marketing anymore. The hotels that win are the ones where revenue, sales, and marketing move as one team,” said Johns. “My job is to bring the throughline and AI forward thinking to that team, so it stays aligned with operations, finance, IT, and every other department that touches the guest, and every property is positioned to win in its market with every owner seeing the return on that investment. I’m joining a commercial team that is already strong, and I’m looking forward to building on that momentum with our leaders, property teams, and ownership groups.”