Spring Hotels Appoints Rodrigo Maroto to Lead Direct Sales Strategy as Integration of Mare Nostrum Resort Continues

New Chief E-Commerce Officer appointment signals next phase of growth as Spring Hotels strengthens trade partnerships and direct booking strategy.

Spring Hotels has appointed digital specialist Rodrigo Maroto as its new Chief E-Commerce Officer, as the group continues to evolve its direct booking strategy and integrate the Mare Nostrum Resort into its Tenerife portfolio.

He brings international experience across Europe, the Americas and Asia, spanning aviation, hospitality and financial services, with previous roles at Iberia Express, Avianca, Play Airlines and Room Mate Hotels. His background spans digital product development, e-commerce platforms and consumer insight, with a strong focus on using data to improve performance and conversion.

At Spring Hotels, his initial priority will be to define and implement the long-term vision for the group’s digital ecosystem, with a focus on bringing Mare Nostrum Resort into a more consistent and seamless booking experience across all properties. He will also lead the development of a more targeted direct sales approach, designed to complement the group’s established tour operator partnerships and support long-term revenue growth.

Jo Robinson at Spring Hotels said: “Rodrigo brings a strong combination of digital expertise and commercial understanding. As we continue to integrate Mare Nostrum and evolve our approach to distribution, his role will be key in strengthening our direct booking strategy alongside our established trade partnerships.”

Rodrigo said: “The opportunity is to make our digital channels more responsive and relevant to how people actually travel today. That means clearer messaging, better use of data, and creating journeys that feel tailored rather than generic.”

A key focus will be strengthening how Spring Hotels connects with different types of travellers – from younger visitors drawn to the social energy of Hotel Vulcano to active holidaymakers using the group’s cycling facilities in Arona. Future campaigns will centre on clearly defined audience segments, supported by flexible digital tools that allow the team to respond quickly to changing demand.

He will also oversee the rollout of seasonal campaigns, including a forthcoming “Spring into Summer” initiative aimed at the UK market, featuring attractive discounts of up to 30% and highlighting Tenerife as a reliable year-round destination for sunshine.

His appointment comes during a period of continued development for the group, including the repositioning of the Cleopatra Hotel and the wider evolution of the Mare Nostrum Resort within the Spring Hotels portfolio.

Commenting on the role, he added: “As the business grows, the internal culture needs to grow with it. A consistent guest experience starts with a team that feels connected to what we’re building.”