Cesar Wurm  

Senior Vice President of Membership Strategy

Cesar Wurm is Senior Vice President of Membership Strategy at Associated Luxury Hotels International, where he leads the strategy, activation, and performance of a global portfolio of luxury hotel Members. He partners with ownership groups and operators to unlock incremental revenue, optimize commercial performance, and strengthen long-term partnership value across the network.

Previously, Cesar served as Vice President of Commercial, Premium Brands at IHG Hotels & Resorts, where he drove commercial strategy and performance across brands including InterContinental, Crowne Plaza, and Hotel Indigo. His career also includes leadership roles with Starwood, Trust Hospitality, and Hotel Equities.

Recognized by the International Hospitality Institute as one of the “50 Most Inspirational People in Travel and Hospitality – 2025” and “Top 100 Digital Thought Leaders in Global Hospitality – 2026,” and featured in Marquis Who’s Who and the Empower Role Model List – Top 100 Executives, Cesar’s work sits at the intersection of performance, leadership, and purpose.

A passionate advocate for mental health and addiction recovery, Cesar shares his personal journey in The Powers of Addiction: Finding Freedom in Acceptance and Recovery, using his story to help others build resilience, accountability, and lasting change.

He serves as Chair of the Board for the American Cancer Society of Georgia and previously served on IHG’s Americas DE&I Council.

Cesar lives in Atlanta with his wife, Laura, and daughter, Gabby, and enjoys Formula One, staying active, and practicing Brazilian Jiu-Jitsu.