SMARELS

Co-founder of citizenM hotels and a voice in hospitality transformation, I focus on reshaping the industry through culture, strategy, brand, and innovation. My career spans senior leadership roles at Sonesta International, NH Hoteles, and SynXis, before co-founding citizenM and introducing a disruptive new model for hospitality.

Today, I advise boards, organisations, and investors who seek to accelerate transformation and create impact through new business models, cultural alignment, brand innovation and technology-driven guest experiences.