LOS ANGELES—Michael Lorenz has been appointed SVP of sales and marketing for L.E. Hotels. He has more than 20 years of past hospitality experience in working in similar senior-level positions with major luxury and lifestyle hotel brands.
In his new position, Lorenz, who has an extensive background in sales management, marketing strategy and online marketing, will be responsible for the global sales, corporate public relations and all marketing initiatives for L.E. Hotels.
“Michael’s impressive resume of accomplishments makes him a valuable addition to the L.E. Hotels team,” said Efrem Harkham, Luxe Hotels chairman and founder. “We look forward to his leadership of our sales and marketing units. I am delighted to have him on board.”
Lorenz previously served as VP of sales and marketing at Highgate Hotels, where he was instrumental in the branding, launching, management and repositioning of hotels within Highgate’s lifestyle division. Lorenz also led a 75-person marketing and sales unit as SVP of the Viceroy Hotel Group, and has also represented such brands as the Ritz-Carlton Hotel Company, Hyatt Hotels and IMI Resort Living.
“I am enthusiastic about the opportunity to work with L.E. Hotels and help grow its premier boutique hotel brand,” said Lorenz. “L.E. Hotels’ future outlook is exciting, and I look forward to working with the sales and marketing teams to enhance and expand its presence in the hospitality industry.”
Lorenz is based at L.E. Hotels’ headquarters here.