At Timbers Company, each new chapter is shaped by the leaders who help define it. The appointment of Luis Mendez as Vice President of Hospitality Sales & Marketing marks one of those moments—bringing a global perspective, a deep understanding of luxury hospitality, and a people-first approach to a growing portfolio of exceptional properties.
In his role, Luis will lead hospitality sales and marketing initiatives across Timbers Company, working closely with each property team to drive revenue, elevate the guest experience, and strengthen the brand’s presence around the world.
A Career Built on Opportunity and Momentum
Luis’ path into hospitality began unexpectedly—with an opportunity to work as an assistant to a hotel general manager. What started as a single chance quickly became a defining career, fueled by mentors who recognized his potential and encouraged his growth.
From there, he rose through the ranks of sales and marketing leadership, building a career that has taken him across Puerto Rico, Mexico City, the Riviera Maya, and Miami. Along the way, he developed a reputation for combining strategic insight with an instinct for relationship-building—an approach that has consistently driven strong results.
His experience includes leading sales and marketing at The Ritz-Carlton San Juan and playing a pivotal role in the reopening of the iconic El Conquistador Resort. There, he helped transform a relaunch effort into a remarkable success story—driving revenue from zero in 2021 to $100 million by 2025.
Vision and Leadership at Timbers Company
Now at Timbers Company, Luis brings that same energy and perspective to a broader stage. His focus is on aligning sales and marketing strategies across the hospitality portfolio while ensuring each property retains its unique identity and sense of place.
Working alongside on-property teams, he will champion initiatives that:
- Strengthen revenue performance through targeted, experience-driven sales strategies
- Enhance the guest journey from first impression to lasting memory
- Foster collaboration across teams to ensure consistency and excellence at every touchpoint
- Elevate Timbers’ global brand presence while honoring the individuality of each destination
His leadership style reflects a belief that strong results are built on strong relationships—both within teams and with guests.
A Global Perspective, Grounded in Authenticity
Luis’ journey began in Arecibo, Puerto Rico, a small town known for its rich culture and close-knit community. Growing up there instilled in him an appreciation for the simple but meaningful moments—family, friendship, and genuine connection—that continue to shape how he leads today.
That perspective has stayed with him throughout his career, informing a leadership style that values authenticity as much as performance. When asked which of Timbers’ core values resonates most, Luis points to Be Authentic—a principle he believes is essential not only in business, but in life.
As he shares:
“I look forward to learning from Timbers’ many past successes, contributing my own experience, and most importantly helping write the next chapter of growth together.”
Looking Ahead
As Timbers Company continues to expand its hospitality footprint, Luis’ appointment comes at a pivotal time. His experience in launching, repositioning, and growing resort destinations brings both strategic discipline and creative vision to the organization.
For property teams, his leadership offers a collaborative partner focused on elevating performance and guest satisfaction. For guests and Owners, it represents a continued commitment to delivering thoughtful, memorable experiences across every destination.
With Luis Mendez joining the team, Timbers Company looks ahead to a future defined not only by growth, but by the meaningful connections and exceptional experiences that make each property truly unforgettable.