01
Start where it matters.
I analyse your commercial set-up and find where you can drive the biggest impact, fast. We start there — in one focused area — and build from there, step by step.
Transform your commercial performance.
Unlock your full commercial potential across your entire commercial system, with an experienced partner at your side.
Sharpening commercial advantage
Accelerating performance
How I help you win.
The market has changed. Guest behaviour, distribution and technology are moving faster than ever. Staying ahead means staying agile and putting AI to work where it genuinely adds value. Used well, it takes the routine off your team’s plate — and gives them time back for what truly differentiates: personal guest experiences.
What’s shifting
The advantage is built today.
Anchoring AI strategically — rather than testing it in isolation — builds a structural competitive advantage.
Senior commercial expertise is getting scarcer.
Building the expertise inside your business makes you less dependent on the market.
Inefficiency and ineffectiveness cost you.
Manual processes, uncoordinated channels, effort without impact — they cost time and margin every day.
Guest expectations keep rising.
What was special yesterday is standard today. It takes a brand with a promise of its own.
My answer
02
Turn AI into a real advantage.
AI is changing the game — but only when it’s applied where it truly drives value. I set the right commercial AI strategy for each area, so it creates real, lasting advantage.
03
Strategy you can act on.
You get clear, practical recommendations you and your team can implement. So you gain real clarity and set the pace in today’s market instead of following it.
Why I’m the right partner for you.
25+ years of commercial leadership in hospitality.
I’ve spent 25+ years running the commercial side of hospitality — carrying the P&L, not advising on it from the sidelines. I’ve repositioned major chain hotels and built new brands and concepts that drive incremental revenue, from F&B and wellness to fitness. Across global groups and family-run properties alike, I know where the value sits, where it slips, and how to turn strategy into results.
25+ years on-property commercial leadership
IHG · Rocco Forte · HR Group — global to family-run
Direct P&L — high double-digit millions, leadership of teams up to 45
MIT CSAIL certificate — AI as a strategic lever
“A clear brand is key. And advantage comes from carrying it through the whole commercial engine — with today’s technology as the lever.”
Xenia Seidel
Start with clarity.
My recommendation is always the same: begin with a Commercial Health Check to see where the real need sits — then move forward, one step at a time. Let’s have a conversation.