Ashley Lorch

Ashley Lorch is a seasoned hospitality professional with extensive experience in hotel sales leadership. Currently serving as the Corporate Director of Hotel Sales at New Waterloo since October 2025, Lorch previously held the position of Director of Sales at South Congress Hotel. At Bunkhouse, Lorch excelled as the Regional Corporate Sales Manager, overseeing sales teams and achieving notable budget attainments. Earlier roles include Group Sales Manager at Fairmont Austin and Sales Manager at White Lodging Services, showcasing a consistent track record of driving revenue growth and building strong client relationships. Lorch's career in hospitality began with roles at DoubleTree by Hilton, where foundational skills in sales and customer service were developed. Lorch holds a Bachelor's degree in Hotel, Motel, and Restaurant Management from Northern Arizona University.