Bass Hotels & Resorts (BHR) has poached Gavin Hawthorn, a Hyatt International director, to be its director of relationship marketing for Europe, Middle East and Africa (EMEA), including the UK.
Hawthorn will be responsible for developing the company’s Priority Club Worldwide loyalty scheme, as well as looking at other potential loyalty programmes.
Hawthorn replaces Susan D’Arcy, who is promoted to director of brand development for BHR. He reports to Robin Wicks, senior vice-president of sales and marketing for EMEA.
At Hyatt International, Hawthorn was responsible for developing the company’s loyalty programme for EMEA. Prior to Hyatt, he worked for Hertz Rentacar as the UK partnership marketing manager.
The BHR business includes Holiday Inn, Crowne Plaza, Inter-Continental and Staybridge Suites. It owns and operates or franchises more than 3,000 hotels in 100 countries.
The Priority Club Worldwide loyalty scheme gives customers points for staying in the company’s hotels and flying with British Airways and Alitalia.