Founders
Kevin Froemming
As EVP and Chief Commercial Officer at Playa Hotels and Resorts, Kevin was architect of the commercial strategy that repositioned Playa from an asset owner to a market leader in all-inclusive resort management. He led development and launch of new brands – including Hyatt Ziva and Zilara resorts and Wyndham Alltra – that have become high-growth industry leaders with profitable, scalable business models. He also built a consumer direct marketing engine that expanded direct sales to 50+% of revenue while maintaining top-ranked relationships with third-party distributors.
Previously, as President of Sandals and Beaches Resorts’ worldwide marketing and sales organization, Unique Vacations, Kevin built a highly efficient operation, created a highly successful customer loyalty program, and expanded Sandals’ position as a leader in luxury included vacations.
Most recently, Kevin served as part of the IHG Development and Commercial Team responsible for signing and onboarding 80+ Iberostar Resorts into the IHG family of brands.
Kevin was named the Travvy "Travel Executive of the Year" in 2020, for his innovative commercial strategies navigating through Covid, and was named "Innovative Travel Industry Executive of the Year" by Northstar Media.
Howard Tanenbaum
As Senior Vice President of Sales at Playa Hotels andResorts, Howard was a guiding force in the sales organization and was responsible for Playa’s global sales revenues through multiple channels and points of origin. In this role, he worked with, OTAs, Wholesalers and Playa’s Contact Centers / Brand Contact Centers. Retail Agencies, Hosts and Consortia, Playa’s Group, Meeting and Incentive Business, Additionally, he served as the key sales liaison to the Hyatt, Hilton and Wyndham Global Sales Forces for Playa’s branded resorts.
Previously, Howard held executive roles at prestigious, well-known Travel, Tourism and Hospitality Companies, including ExpediaCruiseShipCenters, OVC, Club Med, and the GEM and CRUISELINK travel consortia groups. As President of ExpediaCruiseShipCenters, OVC, Howard was responsible for all phases of this rapidly growing business. Under his tutelage, the company became the 2nd largest grossing Franchise location in North America.
Howard also served as VP of USA Sales for Club Med. In this role, he developed and managed the sales budgets, incentives and plans to align with Club Med’s channel and distribution strategies. During his tenure at Club Med, the Sales teams achieved revenue targets while reducing costs by establishing and executing a business discipline that resulted in significantly higher conversion and increased revenues per sale.
While working with GEM and CRUISELINK, Howard developed and delivered Agency Training Programs focused on sales, marketing and general business acumen that enhanced members’ profitability and efficiencies. He led the consortia’s new member acquisition programs resulting in thousands of new affiliates.
Howard was the first ever recipient of Northstar Media’s, Travvy’s Hall of Fame Award for his exemplary service, contributions and achievements in the Travel, Tourism and Hospitality Industry.