Highgate, the hospitality real estate investment and management company, has announced the appointment of Siim Karu as Chief Commercial Officer Europe. In his new role, he will be responsible for the group’s entire commercial strategy across the European region, covering revenue management, sales, distribution, marketing, technology and performance optimisation.
A career built in lifestyle and economy hospitality
Siim Karu brings more than fifteen years of experience in hospitality and management. He joins Highgate after four years at Generator and Freehand Hotels, where he served as Chief Commercial Officer and helped strengthen commercial performance, build out revenue management capabilities, and roll out technology initiatives across the portfolio.
Before that, he held leadership positions at a&o Hostels, as well as senior commercial roles at Penta Hotels and Swissôtel Hotels & Resorts, a career path that has taken him across several segments of the market, from economy to upscale.
The new Chief Commercial Officer’s remit
In this role, Siim Karu will work closely with the operations, investment and asset management teams to strengthen the group’s commercial platform, improve portfolio performance and support the growth of Highgate’s hotel business across Europe. His expertise spans revenue growth, pricing strategy, automation, business intelligence and commercial transformation.
Leadership reaction
Ben Thomas, Chief Operating Officer Europe at Highgate, said: “As we continue to grow and diversify our European platform, alignment between operations and commercial strategy is becoming increasingly important. Siim brings an exceptional combination of commercial leadership, analytical rigour and technological expertise. His ability to build strong partnerships across disciplines and translate strategy into measurable performance outcomes will be invaluable as we continue to build our capabilities, drive long-term value and position Highgate Europe for its next phase of growth.”
For his part, Siim Karu said: “I am delighted and honoured to be joining Highgate at such an exciting time in the company’s European development. With outstanding teams, a strong market presence and an ambitious vision, Highgate is well positioned to continue its success and expansion across the region. I look forward to working alongside this talented team to build on this momentum and contribute to the group’s next chapter of growth.”
Strengthening Highgate’s European platform
This appointment forms part of a series of recent reinforcements to Highgate’s international leadership, following the appointment of Pete Sams as Group President and the arrival of Pedro Braz as Chief Financial Officer of Highgate Portugal. Highgate now manages more than USD 15 billion in assets, with a portfolio spanning the United States, Europe, Latin America and the Caribbean, and offices in London, Lisbon, New York, Dallas, Los Angeles, Miami, Seattle and Waikiki.
🔗 Also on LTH: Pete Sams appointed President of Highgate, a group of more than 500 hotels
At a Glance
Highgate appoints Siim Karu as Chief Commercial Officer, based in London
Karu will lead European commercial strategy: revenue management, sales, distribution, marketing, technology
Over 15 years of hospitality experience, most recently CCO at Generator and Freehand Hotels
Previous roles at a&o Hostels, Penta Hotels and Swissôtel Hotels & Resorts
Highgate manages over USD 15 billion in assets across the US, Europe, Latin America and the Caribbean
Appointment is part of a broader reinforcement of Highgate’s European leadership team
