SPIRE Hospitality IRVING, Texas — October 7, 2026 — Spire Hospitality today announced the appointment of Nancy Johns as senior vice president of commercial strategy, strengthening its commercial leadership and advancing a more coordinated approach to profitable growth and long-term asset value.
In her new role, Johns will lead commercial strategy across Spire’s properties, bringing revenue management, sales, marketing, and distribution into closer alignment to reduce acquisition costs, sharpen forecasting, and give ownership partners clearer insight into investment and portfolio decisions. She will also integrate AI into commercial decision-making to improve speed and precision.
“Nancy has the experience and collaborative approach to turn a more integrated commercial strategy into stronger returns across the portfolio,” said Richard Sandoval, CEO of Spire Hospitality. “Growing revenue is only part of the equation. The real goal is stronger hotel performance, and I’m confident Nancy will help our teams make smarter commercial decisions every day.”
Johns brings more than two decades of hospitality commercial leadership experience spanning revenue management, marketing, digital strategy, distribution, and technology. Most recently, she served as a marketing executive at JC Resorts, where she led marketing strategy across 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 of integrated marketing and digital solutions at Crescent Hotels & Resorts, where she connected marketing and technology working side by side with her Commercial Strategy partners across more than 120 properties.
For Johns, stronger commercial performance starts with tighter coordination across teams. “Commercial strategy isn’t about picking a lane between revenue, sales, and marketing anymore,” she said. “The hotels that win are the ones where those teams move together and stay aligned with operations, finance, and the property teams making decisions every day. My focus is bringing that throughline so we can act on opportunities faster and make better decisions at the property level.”
Johns chairs the HSMAI Americas Marketing Advisory Board and was awarded one of HSMAI’s Top 25 Extraordinary Minds in Hospitality Sales, Marketing & Revenue Optimization in 2025.
About Spire Hospitality
Spire Hospitality is a nationally recognized owner-centric hotel management company specializing in creating value for hotel investors while delivering exceptional guest experiences and providing an outstanding place to work. The Irving, TX-based company’s diverse portfolio includes unique independent hotels and highly respected brands, including Marriott and Hilton, and it manages several independent resorts and lifestyle hotels. Spire is part of the AWH Partners family, which also includes AWH Development, a full-service real estate development company headquartered in New York. With more than 35 years of hotel operating experience, Spire is committed to preserving, protecting, and enhancing hotel real estate value. For more information, visit spirehotels.com.
Richard Sandoval 
