FAYETTEVILLE, N.C.—DistiNCtly Fayetteville has appointed Michelle Williams as its new president and CEO. She started in her new role on Jan. 1.
As president and CEO, Williams oversees DistiNCtly Fayetteville’s efforts to increase visitation, strengthen community partnerships, and position the area as a year-round destination.
“I am honored to step into this role and develop the strategic vision for Cumberland County,” says Williams. “This community has played a meaningful role in my career, and I’m excited to bring my passion and care to build on the momentum already underway, and welcome visitors to experience everything that Fayetteville has to offer.”
Williams has more than 30 years of experience in hotel sales, operations, and destination leadership, along with longstanding ties to the Fayetteville community. She joins DistiNCtly Fayetteville after most recently serving as regional director of sales for Newport Hospitality Group. During her 15 years with the company, Williams oversaw sales operations for multiple hotel brands, including Marriott, IHG, Hilton, Wyndham, and Choice, as well as independent properties, and played a key role in opening three hotels in Fayetteville. Her career also includes senior leadership roles with Soleil Group and Sahaj Corp., where she led sales and marketing strategies, guided revenue management initiatives, and consistently exceeded revenue targets across multi-property portfolios.
“Williams’ career reflects a rare combination of strategic vision, operational expertise, and a deep understanding of Fayetteville’s hospitality landscape,” says Nat Robertson, president and CEO of the Greater Fayetteville Chamber of Commerce. “Her leadership will be instrumental as we continue to elevate Fayetteville as a distinctive destination for leisure travel, sports tourism, meetings, and events.”
In addition, Williams has been actively involved in civic and industry leadership throughout Cumberland County. Her service includes roles on the Greater Fayetteville Area Chamber of Commerce Board of Directors, the Fayetteville Area Government Affairs Council, the Tourism and Development Authority, and the Fayetteville Area Convention and Visitors Bureau.
She also previously served as president and vice president of the Fayetteville Area Hospitality Association and has received multiple honors, including the Ambassador of the Year award from the Greater Fayetteville Chamber and the Director of Sales of the Year awards from both IHG and Newport
