I have worked inside hospitality before advising it.
Fifteen years in five-star hotels and restaurants, from Noma and Per Se to Villa d'Este and Enoteca Pinchiorri. Today I work with hotel owners, investors and hospitality groups to define, reposition and develop properties that are more distinctive, more coherent and more valuable.
Guests experience one hotel, not ten different departments
Positioning, design, operations, service, F&B, distribution and communication are often managed as separate disciplines. Guests experience them as one.
I look at the project as a whole, find where value is being created or lost, and close the gap between the idea of a property and what it actually delivers.
What I Work On
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Where the property sits in its market, where it could sit, and the investments that move it there.
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An experience the operation can actually deliver, every day, with the team it has.
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Brand, naming, communication and pricing that make the market recognise, and pay for, what the property is.
Borgo vescine, tuscany
In 2023 I joined the board of Borgo Vescine, a 28-key historic hotel in a 13th-century village in Radda in Chianti, as Hospitality Strategy Director. The property was trading at four-star level, with a rate position well below what its setting could command.
We chose to grow through rate rather than volume. I led the conversion into the five-star segment: a new room-category architecture across the same 28 keys, a three-year CAPEX programme phased by its impact on achievable rate, five-star service standards, a rebuilt luxury distribution strategy, and an F&B and experience offer that turns the destination into revenue, including a fine-dining repositioning, a second restaurant concept and a dedicated wine room.
Five-star classification obtained in 2025
Double-digit ADR and RevPAR growth, with occupancy unchanged
Higher revenue and margin, driven by rate, not volume
CAPEX programme phased to protect trading through the seasonal window
Detailed figures available on request.
My perspective comes from having experienced hospitality from several angles: restaurants, wine, operations, marketing, hotel management and strategic development.
I have worked in demanding international environments including Noma, Per Se, Villa d'Este, Borgo Egnazia and Enoteca Pinchiorri, where I was Head Sommelier, before moving into hotel leadership and board-level strategy.
So I do not look at a property only through presentations, brand concepts or market data. I ask whether it will actually work.
Will this actually work?
Let's talk about your property.
Advisory projects, repositioning and development roles.