Portsmouth, N.H.— Lark has announced the appointment of hospitality executive Lynsey Kreitzer as Executive Vice President of Commercial Strategy.
In the newly created role, Kreitzer will work closely with Lark’s marketing, revenue, creative, and sales teams to guide the company through its next phase of strategic growth, transformation, and market expansion. Her appointment comes as Lark continues to scale its branded and independent hotel portfolio nationwide.
Kreitzer brings more than two decades of experience in hospitality commercial leadership. Most recently, she served as Executive Vice President of Commercial Strategy and Sales at GF Hotels & Resorts, where she was instrumental in building and scaling integrated commercial teams and overseeing strategy for a diverse mix of branded, independent, and lifestyle properties. Throughout her career, she has been recognized for aligning sales, revenue management, marketing, and e-commerce under a unified commercial vision that drives measurable performance.
Known for her data-driven approach and strong owner partnerships, Kreitzer has led high-performing teams with an emphasis on long-term value creation. Her leadership style blends strategic discipline with a people-first philosophy rooted in collaboration, accountability, and execution. She is also an active participant in the hospitality industry, with a particular passion for mentorship, talent development, and shaping the future of the sector.
“Lynsey joins our leadership team at a pivotal point in Lark’s trajectory,” said Peter Twachtman, CEO of Lark. “After nearly doubling our management portfolio in 2025, and with ten openings on the horizon in 2026 across our branded and independent portfolios, her strategic guidance will be essential as we navigate our next chapter of expansion and transformation and drive visibility and profitability during this critical time.”
Founded in 2012, Lark’s branded hotel collections include Lark Hotels, Bluebird by Lark, Blind Tiger Guest House, and AWOL. In addition to its branded portfolio, the company manages independent hotels across a wide range of U.S. markets. Lark is known for combining a tech-forward mindset, hands-on development expertise, and a people-first culture to maximize profitability for small to mid-sized hotels.
In 2025, seven Lark properties were awarded Michelin Keys by the Michelin Guide, a prestigious distinction recognizing the most outstanding hotels in the country. Recent openings include The Bow Hotel, a reimagined property housed in a historic warehouse in Portsmouth, New Hampshire, and AWOL Stowe, the third location of the AWOL brand, located in Stowe, Vermont, and featuring an outdoor Nordic spa deck and free-standing A-frame cabins.
Lark’s growth accelerated in late 2024 following the formation of a joint venture with contextual hotel brand and operator Life House. Looking ahead to 2026, the company plans to welcome four new properties into its flagship Lark Hotels collection: Cambridge Common House in Cambridge, Massachusetts; The Penny Lane in Hampton Bays, New York; The Drew Hotel in Plymouth, Massachusetts; and Shore Haven in Falmouth, Massachusetts.
