Brian Gore has been appointed commercial director of Birch Hotels, a company operating two properties located in Cheshunt, Hertfordshire, and Selsdon, Croydon.
He will oversee the sales, marketing, branding, revenue and distribution of the business, which launched its second estate this spring.
Additionally, Gore will prioritise the implementation of initiatives aimed at reducing the company's carbon footprint and develops its digital offering for guests.
With a wealth of experience spanning over two decades in the hospitality industry, Gore most recently served as the Vice President of Brand, Marketing, and Digital at the Set Collection. His professional journey also includes notable roles at prestigious establishments such as Mandarin Oriental, Bulgari Hotels & Residences, the Langham London, and Leading Hotels of the World.
Gore said: 'I've been inspired by Birch's progressive and award-winning approach to hospitality so I'm thrilled to be part of this next chapter.'
The Birch lifestyle hotel brand, which first opened in 2020, was created by former managing director of the Ace Hotel London Chris Penn and entrepreneur Chris King.
Ayo Akinsete is the current managing director of Birch.