Commercial Director, Archer Hotel Management, Seville, Spain

Virginia Rojas is taking on the Commercial Director position at the new Luxury Urban Resort, the Tobacco Factory Seville property, due to open at the end of 2026. 

The Archer Hotel Management portfolio, the operating arm of Archer Hotel Capital, currently comprises seven hotels across Paris, Amsterdam, Stockholm, Madrid and this property under construction in Seville.  

The Commercial Director at the new Luxury Urban Resort in Seville will lead the commercial strategy for one of Spain’s most significant hospitality openings. With a €165m+ new-build investment, designed by Lázaro Rosa-Violán, the property will open with 210 rooms and suites, five F&B outlets including a panoramic rooftop, a signature Andalusian patio, 1,000 sqm of event space, and a full wellness offering.

Virginia will be accountable for launching and positioning Seville’s first large-scale luxury resort, driving performance across Sales, Marketing, Revenue, and Events to deliver projected stabilised results. The ultimate objective is to establish the resort as the benchmark luxury destination in Seville, attracting high-end leisure, social events, and international incentives while delivering Archer Hotel Management’s ESG commitments.

Society was engaged by Archer Hotel Management to find a proactive and entrepreneurial Commercial Director with pre-opening experience in the Spanish luxury hospitality market, an international outlook, and a proven track record of success in opening luxury hotels or resorts. We conducted a localised search for Spanish candidates who possessed considerable and comprehensive professional experience in luxury hotel positioning.  

Virginia has dedicated her career to positioning luxury brands that authentically celebrate their destinations and sees Seville as the perfect stage to unite authenticity, artistry, and innovation. With over 15 years of leadership experience in luxury hospitality, including multiple pre-openings, she is passionate about creating meaningful guest experiences that drive both emotional connection and commercial success. Virginia has lived and worked in Tenerife, Madrid, and Vienna, as well as in Bogota and Mexico City, having been born in Venezuela.

Virginia said about Archer: 
"I’m genuinely excited to be joining Archer Hotel Management for such an extraordinary hotel opening in one of Spain’s most vibrant cities. From the very beginning, I was drawn to the quality of the assets the team works with and the care taken in how they are thoughtfully operated and enhanced over time. 

What really stood out to me is Archer’s understanding of the luxury space, its considered approach to sustainability, and the ambition to invest in truly remarkable hotels with long-term value in mind. The conversations throughout the process were open, engaging, and insightful, making it clear that this is a team I’m very much looking forward to working with".

And this about working with Society: 
"I’m incredibly grateful to Barbara at Society for her personal approach and thoughtful guidance throughout the process. She provided valuable advice and insight, asking the right questions to ensure a strong and genuine fit. Her care, professionalism, and expertise made a real difference, and I would highly recommend her to anyone considering a senior leadership role".

We congratulate Virginia on this new appointment and wish her every success in positioning this incredible property.