Rich Keurajian Appointed Director of Sales and Marketing at Virginia Guesthouse to Lead Strategic Growth Ahead of 2026 Opening

Published on December 10, 2025

Virginia Guesthouse in Charlottesville, Virginia has announced the appointment of Rich Keurajian as its new Director of Sales and Marketing. Keurajian joins the team at this newly established hotel and conference center, bringing over three decades of experience in the hospitality industry. His extensive background in driving revenue growth and strategic initiatives across various hotels, resorts, and conference centers will be instrumental in shaping the sales and marketing strategies for Virginia Guesthouse.

An Experienced Leader in Hospitality Sales and Marketing

Keurajian’s career spans more than 30 years, during which he has developed a strong reputation for his leadership in the sales and marketing field. He has held key roles at prominent properties across the United States, including Kingsmill Resort in Williamsburg, VA, and Lansdowne Resort in Leesburg, VA. At these properties, Keurajian played a pivotal role in driving sales, enhancing brand presence, and managing strategic marketing campaigns, which ultimately led to significant revenue growth and increased market share.

Throughout his career, Keurajian has demonstrated a unique ability to combine traditional sales methods with innovative marketing strategies. His success in fostering relationships with key stakeholders, including meeting and event planners, corporate partners, and industry influencers, has made him a sought-after expert in the hospitality sector. Keurajian’s career trajectory showcases his skill in tailoring marketing efforts to meet the unique needs of each property, while always maintaining a focus on long-term growth and brand positioning.

A Strategic Appointment to Drive Growth at Virginia Guesthouse

In his new role at Virginia Guesthouse, Keurajian will be responsible for crafting and executing the hotel’s sales and marketing strategies. He will work closely with the management team to develop initiatives that will strengthen relationships with meeting and event planners, cultivate corporate partnerships, and drive awareness for the property ahead of its scheduled opening in April 2026. His leadership will focus on enhancing the hotel’s visibility in the competitive Charlottesville market while aligning the property’s offerings with the needs of both leisure and business travelers.

A Focus on Building Corporate Relationships and Event Partnerships

Keurajian’s appointment comes at a time when the demand for quality conference and event venues in Charlottesville is growing. The Virginia Guesthouse, located on the Grounds of the University of Virginia, is poised to become a premier venue for both corporate gatherings and private events. Keurajian’s extensive network and expertise in the meetings and events sector will play a critical role in establishing the hotel as a top choice for conferences, seminars, and business functions in the region.

By focusing on corporate partnerships and developing tailored sales strategies for large-scale events, Keurajian aims to position the Virginia Guesthouse as a central hub for high-profile gatherings. His ability to build lasting partnerships will be key in ensuring the property meets its business goals and attracts a diverse range of clientele.

Shaping the Guest Experience Through Targeted Marketing

Keurajian’s leadership will also include overseeing the hotel’s digital marketing efforts, ensuring that Virginia Guesthouse reaches its target audience through a combination of online campaigns, social media engagement, and search engine optimization (SEO). His experience with brand positioning will be crucial in establishing the property’s identity in the highly competitive hospitality market. By understanding the desires and expectations of guests, Keurajian will work to deliver personalized marketing initiatives that resonate with both local and international travelers.

Driving Brand Awareness and Market Penetration

As Virginia Guesthouse prepares for its opening, Keurajian will be instrumental in creating a comprehensive strategy to build brand awareness in the region. By leveraging his industry expertise and insights into market trends, Keurajian will focus on positioning the property as a leading destination for those seeking both luxury accommodations and event spaces. His marketing campaigns will be designed to highlight the unique offerings of the hotel, including its proximity to the University of Virginia and its eco-friendly, community-focused approach to hospitality.

Keurajian is also poised to oversee a variety of marketing initiatives that will target business travelers, academics, and visitors to the University of Virginia, who seek an upscale experience in close proximity to the institution. His deep understanding of these target markets will allow him to tailor campaigns that resonate with a diverse range of potential guests.

A Vision for the Future of Virginia Guesthouse

Looking ahead, Keurajian is excited to lead Virginia Guesthouse into its next phase of growth. His vision for the property includes creating an inviting, customer-centric experience that blends the best of luxury with a strong sense of community. With a strong foundation in both sales and marketing, Keurajian aims to position the hotel as a leader in the Charlottesville hospitality scene, attracting a steady stream of visitors and establishing the property as a must-visit destination for both local and international travelers.

By focusing on building strong client relationships, expanding market reach, and executing targeted marketing campaigns, Keurajian’s leadership is expected to contribute significantly to the hotel’s long-term success. His strategic approach will be pivotal in ensuring that Virginia Guesthouse becomes a key player in the competitive hospitality landscape of Charlottesville.

Conclusion: A New Era for Virginia Guesthouse

The appointment of Rich Keurajian as Director of Sales and Marketing at Virginia Guesthouse marks a critical moment in the property’s journey. With his wealth of experience in the hospitality industry, Keurajian is well-positioned to lead the hotel to success as it prepares to open its doors in 2026. His strategic approach to sales and marketing, along with his ability to build strong relationships with key stakeholders, will be essential in driving the hotel’s growth and establishing its place as a premier destination for both business and leisure travelers.

As Virginia Guesthouse begins to take shape, Keurajian’s leadership will play a significant role in shaping its brand identity, positioning the property as a luxurious, community-focused haven for guests seeking a unique and personalized experience in the heart of Charlottesville, Virginia.