Longtime Starwood Hotels & Resorts veteran Keith Vieira is retiring at year’s end from his leadership role as head of a region that includes Hawaii and French Polynesia. 

Vieira, who has served as Starwood’s senior vice president of operations for Hawaii and French Polynesia since 1998, has been a fixture in Hawaii’s hospitality industry for 40 years. Originally from Hilo, Vieira rose quickly in the industry as he worked his way up from bouncer and bellhop to senior management. 

“It was a difficult decision to leave, but it’s the right time,” Vieira said in a press release. “Thanks to the hard work and tremendous spirit of our team, we have not only made it to the other side of the financial crisis, but our business is stronger than it has ever been and our leaders and associates in the region are the best in the business.”

During his 32 years with Starwood, Vieira helped the company grow to 14 hotels in Hawaii and French Polynesia. Starwood has begun a search to replace Vieira. The company will consider internal and external candidates.