President, The Americas
(Serge) is President of The Americas, leading Starwood’s operations in the Americas with primary responsibility for North America, the Caribbean, South and Central America, Polynesia, and Starwood Vacation Ownership (“SVO”), a wholly owned subsidiary of Starwood Hotels and Resorts Worldwide.
Previously, Mr. Rivera was President and Chief Executive Officer of SVO. Overseeing the unit, Mr. Rivera’s role covered all aspects of the business including operations, brands, development, finance, design, and customer and owner relationships.
Prior to 2008, Mr. Rivera held progressively senior management roles within the company, including Controller, Vice President of Sales and Marketing, Senior Vice President of International Operations, and President of Global Real Estate. He began his career with Starwood through its predecessor company, Vistana Resorts, in 1989.
A native of Miami, Florida, Mr. Rivera is a graduate of Florida International University with both a BBA in Finance and an MBA. Mr. Rivera is a Board Member of the American Resort Development Association (“ARDA”), a member of the Urban Land Institute, and Trustee of the Florida Chamber of Commerce. Additionally, he serves as a member of the University of Central Florida Rosen College of Hospitality Management Advisory Board and the CEO Roundtable of the U.S. Travel Association, as well as the Board of Directors of Health Care REIT (“HCN”), a publicly traded REIT in the international senior living and medical office space.