Hyatt Hotels has named Mark Vondrasek as executive vice president, global head of loyalty and new business platforms, reporting to Mark Hoplamazian, president and CEO.

In this newly created leadership position, Vondrasek will direct Hyatt’s integrated experience strategy, which currently includes the World of Hyatt loyalty platform as well as Hyatt’s wellness initiatives including Miraval and exhale. Vondrasek will also be charged with creating and scaling new business opportunities, products and services.

“Mark’s successful track record, working in a brand-led, global organisation makes him the ideal candidate for this role,” said Hoplamazian. “We are fortunate to welcome a leader with a reputation for transformation who can accelerate Hyatt’s loyalty platform, advance innovative products and expand Hyatt’s partnerships. This work is critical to our experience-based growth strategy and will deepen the relationship we have with our existing guests as well as expand our base of customers.”

Vondrasek joins Hyatt with more than 25 years of experience in building brands through the integration of marketing and operations. Most recently, he spent 15 years in leadership roles at Starwood Hotels and Resorts, the latest of which as senior vice president and commercial services officer. Vondrasek also held previous roles at Northern Trust, Fidelity Investments and Kemper Financial Services.

“This is one of the most exciting times in the history of the travel and hospitality space. I’m intimately familiar with, and have great respect for the Hyatt brand, the company’s entrepreneurial mindset and the strong foundation they’ve built with their loyalty platform and approach to growth and innovation,” said Vondrasek. “I’m eager to collaborate with the amazing team Mark has built to accelerate the forward momentum powered by World of Hyatt, the company’s movement into wellness and other opportunities to expand beyond traditional hotel stays.”