GF Hotels & Resorts brings back Wassima Ben Salem for Orlando sales role

GF Hotels & Resorts has rehired Wassima Ben Salem as director of sales and marketing at DoubleTree Orlando Airport in Orlando. The move underscores the company’s focus on leadership continuity and revenue growth across its hotel portfolio.

Why it matters: - Ben Salem returns to a key commercial role at a hotel in one of the country’s busiest travel markets. - The hire gives DoubleTree Orlando Airport a leader with deep company experience and established client relationships. - GF Hotels & Resorts is signaling that internal culture and long-tenured talent remain central to its growth strategy.

What happened: - GF Hotels & Resorts brought Wassima Ben Salem back to the organization as director of sales and marketing at DoubleTree Orlando Airport. - Ben Salem previously spent 11 years with GF Hotels & Resorts after joining in 2014 at Embassy Lake Buena Vista. - She most recently served as director of sales and marketing before leaving the company in 2025. - Vineet Nayyar, president of GF Hotels and Resorts, said Ben Salem’s leadership, experience and familiarity with the company culture make her a strong fit for the team.

The details: - Ben Salem brings more than a decade of hospitality leadership experience to the role. - At DoubleTree Orlando Airport, she will lead property sales efforts, develop strategic business opportunities, build client relationships and support revenue growth and market positioning. - Her earlier work at GF included advancement through senior sales roles. - Ben Salem said she is thrilled to return to GF Hotels & Resorts and begin a new chapter at DoubleTree Orlando Airport. - The hotel lists outdoor pools, pet-friendly accommodations, EV charging and resort-style stays among its amenities. - DoubleTree Orlando Airport is near Camping World Stadium, International Drive, the Orange County Convention Center, SeaWorld Orlando, Universal Epic Universe and Universal Orlando Resort. - The hotel is also near Orlando International Airport. - GF Hotels & Resorts was founded in 1988 and is based in Center City, Philadelphia. - The company says it has more than 160 hospitality assets under management across hotels, resorts, conference centers and golf courses, historically operating in 46 states. - GF Hotels & Resorts provides third-party management, loan workout strategies, receiverships, asset management and advisory services. - The company says it recently won awards from Hotel Business Magazine, Hotel Management and Lodging Magazine.

Between the lines: - The hire suggests GF Hotels & Resorts values leaders who already know the company’s operating model and client base. - Returning executives can shorten ramp-up time in sales roles, where relationship continuity matters. - The placement at an airport hotel near major Orlando attractions points to a focus on both business and leisure demand.

What's next: - Ben Salem will be responsible for strengthening business development and supporting continued performance at DoubleTree Orlando Airport. - GF Hotels & Resorts appears to be continuing to build out leadership across its portfolio with experienced hospitality professionals. - More information is available at GF Hotels & Resorts and on LinkedIn.