Crescent Hotels & Resorts announced on 13 August 2026 the promotion of Shameka Urquhart to Senior Vice President, Revenue Integrations & New Builds, and of Adam Nemirow to Senior Vice President, Revenue Strategy. Both appointments were filled internally, within the commercial organisation of the group, which is based in Fairfax, Virginia.
The dual promotion is part of Crescent’s strategy of growing its own executives rather than recruiting externally for strategic roles. The operator, which manages more than 120 hotels and resorts across the United States and Canada, is seeking to strengthen an integrated commercial organisation spanning revenue management, sales, digital marketing and business intelligence, in the service of owner performance.
“I couldn’t be prouder of Shameka and Adam,” said Dawn Gallagher, President of Crescent Hotels & Resorts. “Watching talented people achieve things they never thought possible is one of the greatest privileges of leadership. These promotions reflect Crescent’s belief that investing in exceptional people benefits everyone: our associates build meaningful careers, our hotels benefit from experienced leadership, and our owners get stronger, more consistent results.”
Shameka Urquhart, a specialist in openings and brand conversions
Shameka Urquhart brings more than 24 years of commercial leadership experience, gained in particular through new hotel openings and complex brand conversions. She previously held the position of Vice President of Revenue Strategy – West Coast, where she oversaw more than €173.5 million in annual revenue while growing market share and RevPAR performance across the region.
In her new role, she will lead the group’s Revenue Integrations & New Builds platform, tasked with accelerating the integration of new hotels into the portfolio while continuing to oversee the West Coast commercial organisation. Her track record has earned her several internal accolades at Crescent, including the Georgie Award and the award for the region’s best RevPAR index gap.
Adam Nemirow, a steady rise since 2017
Adam Nemirow has more than 25 years of experience in the hospitality industry, including 15 years in revenue strategy. Since joining Crescent in 2017, he has risen through the ranks from Area Director of Revenue Strategy to Corporate Director, then Vice President, before now reaching the rank of Senior Vice President.
He will now lead the group’s Revenue Strategy platform, heading a team covering pricing, distribution, digital demand, segmentation and performance optimisation across the entire portfolio. Over the course of his career, he has contributed to the repositioning of hotels in more than 65 major US markets, helping properties outperform their competitive sets.
Portfolio growth driven by human capital
These internal promotions come as Crescent continues to grow its portfolio, managing properties under the Marriott, Hilton, Hyatt and IHG brands alongside the rollout of its independent lifestyle collection, Latitudes Collection. The group is among the few management companies authorised to operate upper-upscale and luxury hotels under all four of these brand families, with a client base made up primarily of REITs, private equity funds and major developers.
Reflecting a broader trend among international hotel groups relying on internal promotion to support growth, IHCL recently carried out a governance reorganisation that included two internal promotions, illustrating an underlying industry trend: strengthening commercial organisations by prioritising talent already in place.
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For Crescent, these two appointments reflect a clear intent to further professionalise its commercial function as its portfolio grows, at a time when the rapid integration of new assets and a refined revenue strategy are becoming decisive levers for owner performance.
👀 At a Glance
Crescent Hotels & Resorts strengthens its Commercial organisation with two internal promotions.
Shameka Urquhart promoted to Senior Vice President, Revenue Integrations & New Builds
Adam Nemirow promoted to Senior Vice President, Revenue Strategy
Both appointments filled internally within Crescent’s Commercial organisation
Urquhart previously oversaw more than €173.5 million in annual revenue as VP, Revenue Strategy – West Coast
Nemirow has been with Crescent since 2017, progressing from Area Director to SVP
Crescent operates 120+ hotels across the US and Canada under the Marriott, Hilton, Hyatt and IHG brand families
