Alex Batista Alex Batista brings more than 19 years of experience in the hospitality sales industry to Surfcomber. As the hotel’s new director of sales and marketing, Batista will be responsible for developing and implementing strategic marketing and sales plans to achieve property and corporate objectives. He will also establish and maintain relationships with industry influencers and key strategic partners that will help to position Surfcomber as the area’s choice hotel for boutique offerings. Prior to joining the Surfcomber team, Batista was the director of sales at the Ritz-Carlton, South Beach, where he was responsible for achieving group, catering and food and beverage revenue goals, maintaining booking pace, and achieving guest and associate satisfaction.