US-based Hospitality Performance Network (HPN) is rebranding as HPN Global and launching in Europe in March.
Horton, who worked for Starwood Hotels & Resorts for 25 years, has taken up the post of senior vice-president, Europe, Middle East and India.
His remit includes leading HPN Global's growth by establishing a team of staff and developing relationships with corporate and association clients.
HPN chief executive William Kilburg described Horton as an industry veteran and said his appointment was indicative of the "high voltage team" that the agency was establishing in Europe.
"He will make a considerable impact on our development plans," said Kilburg.