Following various hospitality roles, James worked with renown hotel Sales and PR agency Mason Rose, representing multiple ultra high end international luxury hotels to the UK market. Following this, James moved to Corporate Sales Management roles within Millennium Hotels & Resorts and The Doyle Collection, both based in their flagship properties in London, before heading up the sales at the Scottish Highlands only all-suite luxury hotel Dunalastair Hotel Suites. James was instrumental in the formation of Rogue City Hotels, leading the pre-opening Sales teams at luxury boutique all-suite hotels The Hobson, Cambridge and The Wellington, Glasgow. Since 2018, James has overall responsibility for Sales, Marketing and Revenue.