New agent-facing role filled by Playa Hotels & Resorts

All-inclusive brand Playa Hotels & Resorts is expanding its trade team with the addition of Nicola Francis as market manager across the UK, Ireland and Spain. 

She will be responsible for boosting agent engagement and face-to-face events, delivering marketing strategies and strengthening key partnerships with operators. 

Francis joins the group, with 24 properties across Mexico, Jamaica and the Dominican Republic, on July 1. 


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She will represent Playa at Tipto and other independent events, host regional agency store visits, manage reward claims via incentives and well as overseeing product news and brand development, including new property openings.

Francis will also be responsible for implementing Playa’s interactive webinar training sessions. 

She brings more than 17 years of industry experience to the role, having previously worked with hotels across the Caribbean and the UK including Hyatt.

Francis said: “My experience with big brand property portfolios within the Caribbean lends itself perfectly to this role with Playa Hotels & Resorts, and I am truly excited to take the reins and work with the team to continue executing our plans for 2024. 

“This represents a fabulous opportunity for me to build on my current skill set and the role will take me into a more agent facing capacity, which has been a career goal.”

UK & Ireland commercial director Anders Sparkhall added: “We are delighted to have Nicola join the team at such an exciting time for the Playa brand.

“We have lots to bring to the trade in the coming months and her skills and experience will make a valuable addition to the team, ensuring we continue to strengthen our agent relationships, supporting them in their quest to sell our properties.”

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