Siari, Riviera Nayarit, a Ritz-Carlton Reserve Welcomes Hospitality Leader Royer Segura as the New Director of Sales and Marketing

Siari, Riviera Nayarit, a Ritz-Carlton Reserve, has officially appointed Royer Segura as its new Director of Sales and Marketing, marking a key milestone in the resort’s continued development as a leader in ultra-luxury hospitality. Segura’s appointment underscores the resort’s strategic focus on elevating its global presence and delivering experiences that are culturally immersive and reflective of Riviera Nayarit’s unique heritage. With a career spanning over 18 years within Marriott International, Segura has been recognised for his expertise in luxury hospitality, strategic brand development and experiential travel, making him ideally suited to guide Siari’s commercial and marketing strategy.

Extensive Experience in Luxury Hospitality

Royer Segura, originally from Costa Rica, has gained international experience across Costa Rica, the Dominican Republic and Mexico, which has equipped him with a deep understanding of diverse markets and global luxury hospitality trends. His tenure in Mexico has included work in some of the country’s most iconic destinations, such as Mérida, Los Cabos and now Riviera Nayarit. Sources indicate that Segura began his career with Marriott International in 2009, working in operations and the Front Office in Costa Rica, which provided him with an intimate knowledge of the guest journey and operational management from the ground up.

In 2014, Segura transitioned into commercial roles, taking on Business Development and Group Sales responsibilities for Costa Rica Marriott Hotels. During this period, he earned the prestigious Marriott Chairman’s Circle awards in both 2015 and 2016, recognising him among the top 1% of Marriott International’s global sales professionals. These achievements reflect his capacity to integrate strategic vision with hands-on sales execution, a skill set he is now bringing to Siari, Riviera Nayarit.

Strategic Leadership at Siari, Riviera Nayarit

In his new role, Segura is responsible for directing the resort’s global sales, marketing and commercial strategies. His focus includes strengthening Siari’s presence in international markets, fostering strategic partnerships with luxury travel advisors and collaborating with commercial partners worldwide. He will also oversee the development of bespoke storytelling initiatives and culturally immersive experiences, designed to reinforce the transformative essence of Ritz-Carlton Reserve hospitality.

Segura’s professional trajectory includes his tenure as Director of Group Sales for the Marriott Hotels cluster in Santo Domingo, Dominican Republic, where he helped build and strengthen the sales organisation. In 2018, he assumed his first Director of Sales and Marketing role within the luxury sector at Las Haciendas, The Luxury Collection in Mérida, Yucatán, marking his specialisation in luxury hospitality. More recently, he led the strategic and commercial positioning of Solaz, a Luxury Collection Resort in Los Cabos, enhancing the property’s competitive standing and visibility within the high-end market.

Elevating Experiential Luxury and Guest Engagement

Under Segura’s leadership, Siari, Riviera Nayarit, a Ritz-Carlton Reserve, is expected to further develop immersive guest experiences that combine world-class service with authentic cultural engagement. His approach emphasises creating opportunities for staff development, nurturing authenticity and designing transformative travel experiences that align with the local cultural ethos. These initiatives are expected to attract discerning international travellers seeking luxury experiences that are both memorable and distinctive.

Segura’s extensive representation of luxury hotel projects at international travel trade shows and industry gatherings has reinforced the profile of each property he has led, building strong relationships with global industry leaders, strategic partners and luxury travel advisors. His personal interests in travel, cultural exploration, nature and sports have informed a leadership philosophy centred on human development, opportunity creation and experiential excellence.

Siari, Riviera Nayarit, is thus positioned to leverage Segura’s expertise to consolidate its status as an exclusive Ritz-Carlton Reserve, offering bespoke services, tailored guest experiences and exceptional luxury hospitality in one of Mexico’s most vibrant destinations. The resort’s commitment to experiential travel, combined with Segura’s strategic vision, is expected to strengthen its global brand recognition and appeal among ultra-luxury travellers.

With this appointment, Siari, Riviera Nayarit, is poised to deliver elevated luxury hospitality that reflects both the cultural richness of the region and the transformative ethos of the Ritz-Carlton Reserve brand, setting a benchmark for international luxury resorts.