Brian Gore named commercial director of Birch Hotels

Brian Gore has been appointed commercial director of Birch Hotels, which has two properties in Cheshunt, Hertfordshire, and Selsdon, Croydon.

He will oversee the sales, marketing, branding, revenue and distribution of the business, which launched its second estate this spring.

Gore will also ensure the business makes a commitment to lower its carbon footprint and develops its digital offering for guests.

He has over 20 years’ experience in hospitality, most recently as vice president of brand, marketing and digital at the Set Collection.

Prior to this, he has worked at Mandarin Oriental, Bulgari Hotels & Residences, the Langham London and Leading Hotels of the World.

Gore said: “I’ve been inspired by Birch’s progressive and award-winning approach to hospitality so I’m thrilled to be part of this next chapter.”

The Birch lifestyle hotel brand, which first opened in 2020, was created by former managing director of the Ace Hotel London Chris Penn and entrepreneur Chris King.

Ayo Akinsete is the current managing director of Birch.