Industry Update
Appointment 1 July 2020

Sarah Robbins

Named Brand Leader
At 21c Museum Hotels in Louisville - KY, USA

Sarah Robbins

Louisville, Ky.-based hospitality management company 21c Museum Hotels has appointed founding partner and COO Sarah Robbins to lead the 21c brand effective July 15.

The move follows Craig Greenberg's decision to step down as president and CEO of the brand. A member of the founding team that opened the brand's flagship property in Louisville in 2006, Greenberg has led the company through its growth to 11 hotels currently open or under development around the country, and oversaw the brand's 2018 acquisition by Accor.

Robbins will retain her COO title as the leader of the 21c brand, which will now forego a CEO under its relationship with Accor. Robbins is joined on 21c's senior leadership team by founding partners Molly Swyers as chief brand officer and Alice Gray Sites as chief curator and museum director, with oversight by Heather McCrory, CEO, Accor North & Central America.Greenberg has been working closely with Robbins, McCrory and the leadership team to ensure a smooth transition, according to the company.

As leader for the 21c brand, Robbins will have strategic oversight for 21c's corporate headquarters, nine properties and new development projects under the 21c brand. Her expanded responsibilities include sales and marketing, brand management and accounting, while she will also continue to lead the group's operations, food-and-beverage and human resources. Robbins previously held roles with the group as chief hospitality officer and SVP operations. Before joining 21c, she served as project director for Myriad Restaurant Group, providing F&B management and operational consulting for clients such as Starwood Hotels, Interstate Hotels and Sage Hospitality.

Robbins will work alongside Swyers, Stites and the other members of the 21c team to forward the brand's vision combining multivenue contemporary art museum, boutique hotels and restaurants. The brand opened the 21c Museum Hotel Chicago earlier this year, with additional properties slated to open in St. Louis in 2021 and Des Moines, Iowa, in 2022.

School of Hotel Administration at the Cornell SC Johnson College of Business

Sarah Robbins (Class of 1995) is a graduate of School of Hotel Administration at the Cornell SC Johnson College of Business in Ithaca, New York - United States
more information


Accor is a world-leading augmented hospitality group offering unique and meaningful experiences in almost 4,800 hotels, resorts, and residences across 100 countries. With an unrivalled portfolio of brands from luxury to economy, Accor has been providing hospitality savoir-faire for more than 50 years.
more information
Recent Appointments at Accor

Jason Ro - Associate Director of Sales

27 July 2020 — Previously, Ro managed the group sales team and served as interim Director of Sales and Marketing, spearheading strategies to increase group sales production. Ro's previous sales and marketing management roles were held at Le Meridien Delfina Santa Monica, and Four Points by Sheraton Los Angeles.
read more

Cecile Sandral-Lasbordes - Director of Public Relations and Marketing

27 July 2020 — Sandral-Lasbordes formerly implemented strategic marketing, communication, e-commerce and social media strategy as PR and Marketing Manager, executing Sofitel key rituals and standards stemming from French heritage and culture.
read more

Christophe Thomas - General Manager

29 June 2020 — Christophe Thomas has an important international career, from Europe, to South America, passing through the Caribbean and then the United States.It all started at the Lycée Hôtelier de Strasbourg where, then graduated with a Bachelor, he became passionate about the art of hospitality and the excellence he wanted to sublimate and perpetuate around the world.
read more