She takes responsibility for overseeing marketing communications at the 13 luxury hotels within the group. She will develop and oversee local and national marketing activities for the properties, which include a number of premier golf courses and luxury spa and conference facilities across the UK.
Yates joins De Vere from pub company Mitchells & Butlers where she spent four years in brand development, including a period as senior marketing manager of Irish pub chain O’Neill’s. She is also a former brand manager for Smirnoff.
Yates will report directly into recently appointed chief executive Deborah Kemp who is keen to promote the meetings and incentive facilities to the corporate sector and attract more leisure visitors.
Nick Read remains De Vere Group marketing director.
Yates says: “With the rising cost of holidaying abroad, not to mention the recent disruption to air travel, we will be looking to attract more customers to our hotels which are very much part of the Great British holiday tradition.”
Earlier this year De Vere Hotels appointed integrated marketing agency Targetbase Claydon Heeley to handle a £1m advertising account, creating a new golf and leisure concept.
De Vere Hotels and Resorts is part of the Alternative Hotel Group, which also includes De Vere Venues, Liberty of London, Malmaison and Hotel Du Vin.