Siim Karu has been appointed as Chief Commercial Officer, Europe at Highgate Hotels, L.P.
Highgate, a leading global real estate investment and hospitality management company, today announced the appointment of Siim Karu as Chief Commercial Officer. In his new role, Karu will be responsible for leading the European commercial strategy across revenue management, sales, distribution, marketing, technology, and performance optimization.
Karu brings more than 15 years of hospitality and leadership experience. He joins Highgate following four years with Generator and Freehand Hotels, where he served as Chief Commercial Officer and played a pivotal role in driving commercial performance, scaling revenue capabilities, and advancing technology-enabled growth initiatives across the portfolio. Prior to this, he held executive leadership positions with a&o Hostels and senior commercial roles with Penta Hotels and Swissôtel Hotels & Resorts.
A highly regarded commercial executive, Karu brings extensive expertise in revenue growth, pricing strategy, automation, business intelligence, and commercial transformation. Throughout his career, he has demonstrated a distinct ability to leverage data, technology, and market intelligence to create scalable commercial strategies that drive performance, enhance competitiveness, and deliver sustained value.
As Chief Commercial Officer at Highgate, Karu will partner closely with operational, investment, and asset management teams to further strengthen the company’s European commercial platform, enhance portfolio performance, and support the continued expansion of Highgate's hospitality platform across Europe.