Nancy Johns has been appointed as SVP of Commercial Strategy at Spire Hospitality
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.
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.