Clare Afman

Clare Afman brings over 20 years of international experience in hospitality, marketing, and commercial strategy to her role as Chief Brand & Communications Officer at NRI.

With a career that’s taken her across four continents, Clare has a deep understanding of what it takes to build standout brands, drive performance, and create unforgettable guest experiences.
At NRI, she leads all brand development, PR, Communications, and marketing. Her creative, hands-on approach has been key to developing,  launching and elevating the group’s properties, including the award-winning Casa Chameleon Hotels, into globally recognized destinations.

Before joining NRI, Clare held senior leadership roles at some of the world’s most celebrated hotels and resorts – including Dunton Hot Springs, 21c Museum Hotels, Six Senses Zighy Bay, and Lumière Hotel. In every role, she’s earned a reputation for bringing fresh energy, strong strategy, and a relentless focus on excellence.

Clare leads with both heart and vision. She’s known for building teams that feel empowered and inspired – and for keeping hospitality at the center of everything she does.

From luxury wellness resorts to boutique city hotels, she knows how to craft experiences that resonate deeply with guests and drive long-term success for the business.