Oxana is a visionary leader at the intersection of hospitality, wellness, and travel, with more than 20 years of experience in the hospitality industry and a lifelong commitment to holistic wellbeing. Her work focuses on transforming how wellness is understood, delivered, and experienced across hospitality—from industry standards and strategy to the people who bring them to life every day.

She drives global wellness standards, certification programs, and professional education at WITT (Wellness in Travel & Tourism), partnering with hotels and industry leaders to embed wellness across design, operations, and the guest journey—transforming hospitality into authentic, wellness-centered experiences while establishing a shared language and approach to integrating wellness across the industry.

As the Founder & CEO of Oxana BēWell Institute, she focuses on the people at the heart of hospitality—its leaders and teams. Through the BēWell Holistic Hospitality Method™, she provides transformative wellness education and experiential training that move teams from knowledge to embodiment, integrating wellbeing into the way they live, work, and lead while cultivating a stronger internal culture rooted in wellbeing, connection, and care.

Her perspective is grounded in extensive hospitality leadership, including work with Marriott International, citizenM, and Aimbridge Hospitality, as well as years of experience in holistic wellness through leading wellness retreats, coaching, consulting, and immersive wellbeing programs. A certified yoga teacher and life coach, she brings both professional expertise and personal embodiment to her work.

Having experienced both hospitality and wellness from the inside, this unique perspective connects professional expertise with lived experience, helping the people who drive hospitality every day thrive, lead, and create better experiences for others.

Oxana is panel expert of the Wellness, Lifestyle and Spa panel.