Passionate about hospitality since her first experiences 20 years ago, Johanna is committed to supporting professionals in the industry on their journey towards positive hospitality.

After gaining experience in operations, finance and management control, real estate consulting and asset management, Johanna founded Upside Up in 2020 and Agence HoPe in 2024.

Driven by a desire to support the transformation of companies in this sector she is passionate about, she has created training courses for professionals and students in France, Switzerland, Spain and the Netherlands and has carried out support missions for investors and operators across Europe and Africa.

Johanna is panel expert of the Sustainability in Hospitality panel.