Amy Hulbert
Vice President of Boutique and Upscale Brands
Bio:
With a passion for design and a vision for the future of hospitality, Amy Hulbert serves as Vice President of Boutique and Upscale Brands at BWH Hotel Group. Over her 30-year career, she’s helped redefine what hotel experiences can look and feel like—leading the creation of trend-forward brands like Vīb® and GLō® and launching the boutique brand Aiden®.
Amy oversees brand operations and product development for the boutique and upscale brands, ensuring each property delivers on both performance and personality. She’s also driving sustainability efforts across the portfolio, including the rollout of Green Key certification. Known for blending creativity with strategy, Amy is a frequent voice in industry conversations about hotel design, brand innovation, and the evolving guest experience.