Pacifica Hotels, an owner and operator of boutique hotels across California and Hawaii, has appointed Michele Roberts the company’s new senior vice president of sales. Roberts has more than 25 years of experience in sales strategy, market plan execution and business development.
Roberts joins the company following her tenure at Evolution Hospitality, where she most recently was vice president of sales. Overseeing sales efforts for more than 80 properties, she led a team of five regional directors of sales and more than 80 on-site directors of sales, driving performance development, market-share growth and revenue optimization. Before that, she held various property and regional positions with Tarsadia Hotels and Interstate Hotels and Resorts.
“We are thrilled to welcome Michele to the Pacifica Hotels team,” Scott Roby, president at Pacifica Hotels, said in a statement. “Her proven track record of success in sales strategy and team leadership will be instrumental in strengthening our sales operations and continuing our commitment to excellence.”
Roberts has earned several accolades throughout her career, including the Evolution Hospitality MVP Award (2022), the Evolution Hospitality President’s Award (2012) and multiple industry awards.
“I am excited to join Pacifica Hotels and contribute to the company’s ongoing growth and success,” Roberts said. “Pacifica has a remarkable portfolio of properties, and I look forward to working with the talented team to drive sales and elevate the brand’s market position.”