EXPERIENCE AND PASSION

 

DIFFERENT PERSPECTIVES, DIVERSE EXPERIENCE, EXTENSIVE INDUSTRY KNOWLEDGE



The team behind Local Treasures Hotels & Resorts has 100+ years combined experience in key roles in the Hospitality and Leisure industry ranging from Operator, Ownership, Brand Strategy and Leadership, Innovation and Change Management, Food and Beverage Concept Development, Sales and Marketing and business strategy development. 
Our goal is to disrupt the way business is done and create a new future for how locally owned and operated hotels improve their ability to generate profit whilst offering an improved experience for the guest.

THE TEAM &

THE BOARD

JEROEN GULICKX

CEO

Jeroen is a well-travelled hospitality professional with 20+ years’ experience within the Hotel & Spa segment. His expertise ranges from streamlining of cost and operational models, strategy yielding, business development and marketing to digital marketing.

 

Jeroen has excellent business development skills developed through several key Sales & Marketing positions in large blue chip companies, including Starwood Hotels & Resorts and Millennium Hotels & Resorts, as well as small boutique companies and hotels.

Over the years his leadership, his team skills have led to significant change within existing independent and hotel chains. He is particularly skillful in turning innovative and disruptive ideas into reality.

A Strategic leader and planner, Jeroen is a Lean and Six Sigma professional. His focus is on Innovation and Development, where he addresses main goals through development of innovative concepts which provide incremental revenues and cost savings.

HANNA LAK

Director, Technology, BI & Revenue

Hanna has over 20 years of experience in global hotel and restaurant business and has specialised in revenue management and hospitality technology the past 15+ years. 

 

Hanna uses data and analysis driven revenue management approach driving often double-digit year-over-year growth in both revenue and market share to her customers with an eye to overall cost impact. She endeavours to find simple and easy to adapt solutions to fit customers organisation. 

To achieve long term benefits the goal is always to embed the revenue management - minded leadership into the company culture. Hanna focuses on total revenue solutions working closely with brand, marketing, sales and operations to achieve the most profitable results. 

 

Hanna has a wide knowledge on travel market and solutions and has worked with both high and low-end brands in Europe, Africa and the Middle East including Starwood Hotels & Resorts. Intuition is the secret ingredient which can be obtained by listening to customers and the market closely. 

OSCAR CUBILLO

Innovation & Operations Director

Born in the Canary Islands, Oscar joined the Tourism Industry more than 20 years ago, after a Bachelor Degree in Tourism and Hospitality and a Master Degree in International Hotel Management.

He has lived and worked for the Hospitality Industry in Canada, Germany, Ireland and Spain.

After several years of work experience in Independent Hotels, Oscar joined Starwood Hotels & Resorts in 2001, where he developed his Operational experience career in the Rooms Division and Operations area in several hotels, as well as being member of the Profit Improvement Engagement Project (PIE), enhancing properties results.   

Oscar is also a certified Six Sigma Green Belt and ISO, Quality Assurance and Agile Methodology expert. He has been responsible of Quality Certifications and Supervision at hotels and other companies.

In the past 12 years, Oscar has combined his passion for hotels with creating international talent programs and Human Resources solutions for large companies worldwide and leading internationalization and projects consultancy.

Motivated, dynamic, deeply customer oriented, procedures believer, team lover and engagement freak, he has also an entrepreneurial mindset that has driven him to opening and managing his own restaurant, to creating a cultural non-lucrative association to help Saharawi refugees.

ADELINA S. BARPHE

Partnership & Operations Director

Adelina, originally from Greece, is a passionate hospitality consultant with a prestigious career path. Her marketing and hospitality career spans 20+ years with assignments that include an impressive business portfolio, and an array of international projects and luxury concept developments. Her diverse management experience combined with her high entrepreneurial skills have successfully engaged her in a wide range of start-ups as an investor, consultant and development strategist.

 

Adelina is President and founding member of FBMA Greece, the Hellenic F&B Management Association, where she is responsible for the strategic planning and the public relations of the organization. She holds various degrees in Business Administration and Strategic Planning, Swiss Hospitality Management, Food and Beverage Management and Culinary Arts.

 

Adelina believes that persistently pursuing innovation is essential for staying on the cutting edge of industry trends and global market needs. She is a keen traveler and enjoys discovering exciting new cultures and lifestyles around the world which provide her with the opportunity to observe her chosen industry from different perspectives.

JEROEN VAASSEN

Chief Operating & Strategy Officer

Partner with the CEO on commercial and general business strategy, investor planning and presentations, as well as provide guidance on the Asia Pacific market. Responsible for internal operational processes, growth and communication strategy, while leading the planning and execution of technology requirements and development of the proprietary system and booking platform.

 

Jeroen Vaassen is the founder of Yerun: no-nonsense change-makers with a global
mindset. Yerun enables you to achieve your goals, working together with you on strategic
transformation and building a solid foundation for sustainable growth.
Fluent in English, Spanish and Dutch, Jeroen has 20 years' experience living and working
in Asia Pacific, the Middle East, Europe and South America.


Jeroen developed his career at Starwood Hotels & Resorts. Since joining them in 1999, he
held various positions in Sales, Marketing and Revenue Management in hotels, as well as
in regional and corporate leadership roles. In his last position as Senior Director, Revenue
Management, Asia Pacific he was responsible for the commercial strategies, including
pricing and distribution, of more than 330 hotels and resorts in 26 countries, including
China. He then worked on the integration with Marriott International after they completed
their acquisition of Starwood in 2016.
A pioneer with natural curiosity and a love of travel and cultural diversity, Jeroen is
passionate about transformation and developing people.

DIANA BANKS

Advisory Board Member - Global Branding and Marketing

Born in Aden, after which she moved to Ethiopia, where she spent her childhood.  This was the foundation that gave her an interest and understanding of different cultures and her curiosity for travel.

Diana is an experienced Brand, Sales and Marketing Executive with over 35 years in the Hospitality Industry.  She is a respected professional with an energetic and passionate approach.  An exceptional ability to develop strategic commercial and creative plans to support challenging business needs. 

She has held senior Global Sales and Marketing positions with prominent companies in the hospitality and travel sector. In recent years, she has curated brands and overseen launches for iconic hotels and resorts, including Raffles Hotels and Resorts, Mandarin Oriental Hotel Group and Langham Hotels International. Holding executive positions in Europe, Asia and The Middle East.

Her areas of expertise include Commercial Strategy, Brand Development, Global Sales Strategy, Distribution, traditional and digital Marketing, Performance Management, Revenue Management, Public Relations and Communications.

MICHIEL MOL

Advisory Board Member - Finance & Development

Michiel Mol is a Dutch Entrepreneur and Investor. After obtaining a MSc degree in Computer Science from Leiden University, Michiel himself went into the software business. In 1993 he set up Lost Boys with several of his friends, developing software for the CD-ROM market.

 

With the rapid growth of the internet, the company then started making internet software as well as moving into game development. Since then he has successfully developed, invested and exited many Start ups as well as Mid size companies varying from technology to hospitality.

Michiel is also owner of a number of Branding, Marketing and Online agencies, one of which Local Treasures will use for the Digital Marketing.

TINA LYRA

Advisory Board Member - Americas

A dynamic top-performing entrepreneur with over 20-years of experience in the luxury travel and real estate arena in North America, South America, Asia, Europe and the Caribbean, Tina Lyra is respected as an expert in the industry.

Prior to launching TL Portfolio, Tina held leadership roles in world renown brands such as Four Seasons Hotels & Resorts, Ritz-Carlton Hotel Company, Mandarin Oriental Hotel Group, Hyatt International and Sotheby’s International Realty, amongst others.

A graduate of Les Roches Hotel School in Switzerland, Tina developed her career working for the best in travel. Over a span of +20 years, Tina travelled the globe seeking new challenges and opportunities from Mexico to Switzerland to Paris to New York, onto Singapore, Turks & Caicos, Miami and eventually back to her home town of São Paulo, Brazil.

TL Portfolio was launched in 2012 with the unique desire to showcase the most exclusive independent hotels and operators to the luxury travel trade and media. The firm spent the first 3-year dedicated exclusively to the Brazilian market. 2016 saw the first international expansion with TL Portfolio South America based in Buenos Aires, Argentina. Mexico followed in 2017 as the firm’s presence in Latin America continued to strengthen its position as the leading firm in sales, marketing and public relations within this niche segment. In January 2018, TL Portfolio North America (covering USA and Canada) launched with an office in New York and in May of the same year, Los Angeles was added to the mix.

Brazilian of Czech-American parents, Tina holds three nationalities and is fluent in Portuguese, Spanish, French and English. Having lived in numerous countries, enables her to recognize the importance of diversity and effective communication.

Tina’s international knowledge and global experience have been instrumental in her success.

Amongst other activities, Tina has recently dedicated some of her time to education and public speaking.

Please reload

Contact us

Subscribe to the Local Treasures Discover Newsetter!

  • Local Treasures
  • Grey Facebook Icon
  • Local Treasures

©Local Treasures Hotels & Resorts, 2019 by Mocinno.