London, UK, 17 December 2025 – HotelREZ Hotels & Resorts has announced the appointment of John Seaton as Chief Growth Officer, reinforcing its leadership team at a pivotal time for independent hotels. With rising costs, evolving distribution technology, and increasing demand for authentic guest experiences, Seaton’s appointment underscores HotelREZ’s commitment to strengthening commercial representation while safeguarding hotel identity.
In his new role, Seaton will oversee the continued development of REZSwitch, HotelREZ’s global connectivity platform; expand the international reach of Direct Hotel Bookings (DHB) and build strategic partnerships with hospitality technology providers. These initiatives are designed to help member hotels retain guest ownership, enhance long-term value, and reduce reliance on costly redistributed demand.
Seaton brings more than three decades of executive leadership and software sales experience across the hospitality and travel technology sectors. His career includes senior positions at Cendyn, Ireckonu, Pegasus Solutions (Utell), HBSi, eRevMax (RateTiger), and the Global Hotel Alliance. This breadth of experience provides him with a deep understanding of enterprise distribution and the evolving needs of hoteliers worldwide.
Reflecting on his appointment, Seaton noted that independent hotels increasingly require technology that integrates seamlessly with operations, but also representation rooted in partnership and accountability. “Technology alone does not deliver outcomes” he said. “It succeeds when matched with advocacy, relationships, and a clear commitment to hotel independence.”
For over 21 years, HotelREZ has championed independent hotels through a model built on trust, commercial delivery, and respect for individuality. Many member hotels have remained with the company since its earliest years, a testament to enduring relationships and consistent results. As travellers seek distinctive, story-rich stays over uniformity, HotelREZ continues to provide global reach and commercial capability comparable to major chains without compromising identity or culture.
Mark Lewis, Founder & CEO of HotelREZ, commented:
“John and I began our careers together at Utell, so his appointment feels like a natural continuation of a shared journey. He has seen HotelREZ grow from an idea into a trusted global network, one hotel at a time. Our philosophy remains unchanged: independent hotels deserve commercial strength, personal support, and protection of identity.”
Lewis added:
“Hotels stay with us because returns improve, support is personal, and individuality is respected. We exist to enhance commercial performance for independent hotels, and John’s leadership in technology and strategic partnerships will help us scale without compromising ethos or service.”
Seaton echoed this sentiment:
“Having worked across hospitality technology for more than 30 years, I know where independent hotels thrive and where they face challenges. HotelREZ delivers the balance the market has been waiting for: technology where it matters, representation where it counts, and independence preserved rather than diluted.”
He continued:
“My focus will be on strengthening platform capability, extending DHB’s international presence, and developing agreements that open new commercial pathways for member hotels. This is not software in isolation – it is about identity, value, and sustained return.”
HotelREZ’s growth continues through its Best Loved Hotels® brand and Elegant Hotel Collection, expanding luxury and lifestyle representation without restrictive fee structures. The organisation remains proudly independent, relationship-driven, and culturally warm, balancing ambition with enjoyment and reflecting loyalty from both staff and hotel partners.
As HotelREZ expands globally, its approach remains member-first, identity-secure, and commercially proven. The company’s ethos is clear: scale internationally without loss of quality, individuality, or purpose.
HotelREZ remains committed to supporting independent hotels with representation that protects identity, strengthens commercial performance, and builds lasting partnerships.