LOS CABOS, MX (March 21, 2024) – Waldorf Astoria Los Cabos Pedregal is proud to announce the appointment of Peter Falke as Director of Sales and Marketing for the award-winning resort. In this role, Falke will oversee all sales, marketing, and public relations efforts for the hotel, a leading property in Waldorf Astoria’s impressive portfolio. An exclusive haven situated on Cabo San Lucas’ most coveted parcel of land, the resort boasts 112 rooms, each with its own private plunge pool. The hotel also offers an award-winning Waldorf Astoria Spa, acclaimed food and beverage experiences, and a variety of authentic destination-inspired excursions, all rooted in Mexican culture and traditions.
“Peter brings a global perspective and years of direct experience and knowledge from working at some of the world’s top luxury hotel brands,” said General Manager Fernando Flores. “Peter’s impressive resume has also elevated him to a variety of roles and segments of the business and gives him a unique perspective, making him a welcomed addition to our Pedregal family.”
Falke steps into his role after nearly two decades of experience in the luxury hospitality sector across several key destination markets. Most recently, Falke served as the Director of Sales and Marketing for Rosewood Miramar Beach, where he proved to be an effective and dynamic leader. Navigating a challenging year impacted by inclement weather and ever-changing demand, Falke challenged his team to diversify business by finding new audiences and markets for the property, launched new resort programming and overhauled the hotel’s marketing strategies, which resulted in a positive year-over-year increase of earned media impressions and social media engagement rates. Prior to his position at Rosewood Miramar Beach, Falke was with the Four Seasons Hotel & Resorts brand for almost 15 years. Highlights during his tenure include his time at Four Seasons San Francisco where he successfully re-established the hotel after a 16-month closure due to the COVID-19 pandemic, leading a multi-year renovation and re-positioning of the Four Seasons Hotel Houston, and introducing several unique well-being experiences at the Four Seasons Resort Santa Fe. With a proven track record of delivering results through strategic and insightful sales and marketing plans, execution and leadership, Peter is an expert in brand strategy, marketing partnerships, business development and hospitality. Falke steps into his new role as Director of Sales and Marketing for Waldorf Astoria Los Cabos Pedregal with the goal of elevating the property’s premier status in Mexico to cement its position as one of the top resorts and spas in the world.
Falke was born in Virginia but spent part of his childhood growing up abroad in Thailand, Myanmar and the Philippines. In his free time, he enjoys watching sports and spending time with his wife, two kids and dogs.
For more information on Waldorf Astoria Los Cabos Pedregal, please visit the hotel’s website.
