About

Nearly 18 years with Marriott and Starwood, including General Manager at Sheraton Grand Dubai where I ran hotel and serviced apartment operations within a mixed-use environment. Regional brand leadership across Middle East markets, introducing W Hotels, St. Regis, and Aloft to the region.

At AlUla, I led 10+ luxury hospitality projects and managed cultural and entertainment assets at director level. Additional experience includes resort master-planning at Lustica Bay, sports venue hospitality, and theme park development.

twenty5zero5 combines this background into two connected services. Hotel operations consulting covers fractional GM leadership, repositioning, turnarounds, pre-opening planning, and asset management. Branded residences advisory covers operating model design, brand selection, fee structures, and governance. Both draw on the same operational foundation.

Based in Dubai. Working across GCC markets (UAE, Saudi Arabia, Qatar) and Southern Europe (Greece, Portugal, Spain).

Executive MBA in Tourism and International Management from SSTH Swiss School of Tourism and Hospitality (now HTW Chur). Certified Risk Manager (IIPER).

We operate, then advise. The practice is built on running hotels and designing operating models, not on frameworks or methodologies. When we advise on a turnaround, it is because we have run turnarounds. When we review a brand agreement, it is because we have negotiated them and lived with the consequences.

For hotels, that means stepping into properties directly. Fractional GM roles, not consulting reports. For branded residences, it means working through operating model questions with the same rigour developers apply to land, planning, and construction due diligence.

We work across both sides of the business because the knowledge transfers. Hotel operations experience informs branded residences advisory. Understanding residential ownership structures makes us better hotel operators in mixed-use environments.