Vancouver, B.C. – November 24, 2025 – Coast Hotels Limited, a fully owned subsidiary of APA Hotel Canada, Inc. and one of North America’s fastest-growing and one of Canada’s largest hotel brands, is pleased to announce key leadership appointments that strengthen its executive team and position the brand for continued growth across North America.
As part of this evolution, Brigitte Diem-Guy has made the decision to step down from her role as Vice President, Revenue Strategies and Communication, effective December 1, 2025. She will remain with Coast Hotels as Brand & Communications Consultant, continuing to oversee brand and content strategy, internal and external communications, public relations, social media and influencer strategy, creative services, and U.S. digital marketing strategy, while maintaining her 24/7 crisis communications support role.
“We are deeply grateful for Brigitte’s leadership, mentorship, and countless contributions,” said Takamasa Machiura, President & CEO, Coast Hotels Limited. “Her influence and commitment to our brand will continue to shape our success as we move forward.”
In line with Coast Hotels’ commitment to growing talent from within, the company announced three internal promotions:
Commercial Growth
Nooshi Akhavan has been promoted to Vice President, Commercial Strategy. Akhavan has been with Coast Hotels for nine years, most recently serving as Director, Revenue Performance & Distribution, where she has led advancements in revenue management technology and data-driven decision-making.
People and Culture Development
Glen Merx has been promoted to Vice President, People & Culture. Merx, who has been with Coast Hotels for over nine years, previously served as Director, People & Culture, where he helped strengthen Coast Hotels’ workplace culture and championed leadership development programs across the organization.
Revenue Strategy Innovation
Amin Himani has been promoted to Director, Revenue Performance & Distribution. Himani’s analytical expertise and collaborative approach have contributed significantly to the company’s commercial performance and continued innovation in pricing and distribution strategy.
“These appointments reinforce our momentum and strengthen our presence across North America,” added Machiura. “Nooshi, Glen, and Amin bring proven leadership that will help us continue to deliver value and service to our guests and partners.”
