La Bahia Hotel & Spa, the first and only luxury resort of its kind in the idyllic coastal town of Santa Cruz, CA, announces the appointment of Abel Barrera as Director of Sales and Marketing. With an abundance of experience in hospitality leadership, Barrera brings outstanding proficiency to guide La Bahia Hotel & Spa’s highly anticipated opening in late Summer 2025 and redefine luxury hospitality in the destination.
A veteran hospitality leader with 15+ years of extensive experience in hospitality sales and marketing, Barrera joins La Bahia Hotel & Spa with a long-standing background across multiple San Francisco properties. He comes to La Bahia Hotel & Spa from LUMA Hotel San Francisco, where he played a key role in the property’s pre-opening team as the Director of Sales and Marketing Curation. Starting his career in hospitality as the Group Sales Manager before being promoted to the Director of Business Travel Sales at Le MERIDIEN San Francisco, Barrera ascended to become the Director of Sales and Marketing at numerous properties including The Villa Florence, Hotel G, DoubleTree San Francisco, and Hampton Inn San Francisco. He has also served as Account Director Area Vertical Large Group Sales at Starwood Hotels & Resorts, representing esteemed hotels including The Palace Hotel, A Luxury Collection Hotel, the St. Regis San Francisco, W San Francisco, and The Westin St. Francis.
“I am thrilled to join the team at La Bahia Hotel & Spa at such an important moment in its journey,” said Abel Barrera, Director of Sales and Marketing. “It’s an honor to introduce this new chapter of luxury hospitality to Santa Cruz and invite travelers to experience the destination’s rich coastal culture.”
Barrera has a proven track record in pre-opening hotels, brand conversions, increasing revenue for both group and leisure travelers, hospitality marketing, and maintaining strong relationships with brand partners. He holds a Bachelor of Arts degree from San Francisco State University’s History College of Liberal Arts and Sciences.
A celebration of one of California’s most idyllic, storied coastal towns, La Bahia Hotel & Spa blends a bygone era of relaxed surf culture and eclectic design with a contemporary, hostess-approach to hospitality – set to be the most luxury hotel in the destination. Designed by ForrestPerkins, La Bahia Hotel & Spa’s design evokes a seaside Mediterranean escape – mimicking the warm welcome of entering a dear friend’s palatial estate, with the modern amenities and commitment to service that are expected of a luxury hotel stay. One of the hotel’s most notable features is its historic bell tower, which has stood as an iconic symbol of Santa Cruz’s beachfront for nearly a century. Now lovingly restored, it has been seamlessly integrated into the design of this new hotel, reflecting the unique sense of place in the heart of Santa Cruz. 155 expansive guestrooms, including 21 suites, give way to unobstructed ocean views, with a serene palette derived from ocean elements and Spanish patterns.
Four distinct culinary concepts invite both travelers and the local community – a celebration of Santa Cruz’s rich agricultural scene meeting the skill of award-winning culinary talent. The Spa at La Bahia will redefine the wellness offering in the destination, as the Moorish concept will offer four indoor and four outdoor treatment rooms, a sauna that overlooks Monterey Bay, two steam rooms and a rooftop zen deck that provides clear sightlines out over the horizon. With its enviable Main Beach location, the hotel sits mere moments away from some of California’s greatest outdoor and marine attractions, embodying the spirit of Santa Cruz and a perpetual desire for discovery.
