Senior Hospitality advisory, Directly involved.

Our clients work directly with senior professionals across development, investment strategy, concept, wellness, operations, and asset performance, ensuring institutional-grade excellence at every phase of the asset lifecycle.

Adelina Barphe

Director of Hospitality Development & Strategic Senior Partner

Adelina is a strategic advisor and real estate development partner with more than 25 years of international experience across Europe, the Middle East, and Asia. She combines deep expertise in hospitality, branding, real estate, and entrepreneurial ventures with a strong focus on international expansion and strategic opportunity.

Adelina is also recognized for her expertise in guest experience evaluation, brand inspection, and mystery guest auditing for international luxury hotels, resorts, and travel platforms. Trusted by boards, ownership groups, and hospitality leaders, she maps experiential value across every touchpoint, identifying opportunities to enhance guest journey and brand consistency.

At Mocinno, she serves as a strategic partner and senior advisor, supporting clients and investors in the development of hospitality properties and brands. Her engagement involves international real estate development, boutique hotels, and hospitality projects, from early concept through to implementation.

Alongside her advisory work, she is deeply committed to coaching and mentoring entrepreneurs, founders, and emerging leaders. She supports new ventures, start-ups and social innovators in refining business models, preparing for investment, and navigating key phases of growth and expansion.
She is also the Vice President of the International Food & Beverage Association, leading the association’s strategic management and marketing.

Floor Maria Van Boxtel

Director Real Estate Investment

With an extensive background in creating, developing, and operating seven diverse leisure-related businesses,

Floor's entrepreneurial journey after 10 years evolved with the birth of Flortune. Today, she also invests in and consults

for other aspiring entrepreneurs on their journeys, helping them navigate,their dream projects.

Maria is an entrepreneurial and successful part of the Mocinno team and her focus on boutique hotel development and working in teams is a remarkable addition. We can't wait to unveil our new remarkable international projects later this summer, as well as introducing innovative partners and collaborators.

Sarah Luiz

Concept & Experience Design

Dianna Ruas originally from Brazil, is a well travelled Hospitality, Spa & Wellness professional. Her background is in Health & Wellness, and she has formed her own holistic methods, which are now used all over the world.

Her work experience as Spa & Wellness consultant has taken her to China, the Middle East, Mexico, Guatemala, Caribbean Islands, Brazil and many other countries. Dianna is passionate about people, education and is a true people person.

Together with the Mocinno team she will be launching an entire new concept in 2018, which will bring back the core of the Spa, with full focus on Health & Wellness.

Lara Brusse

Director of marketing

Lara is a seasoned creative marketeer, with experience from a large number of different industries.

Her entrepreneurial spirit and dedication has initiated growth within both small and large independent and corporate organizations. Lara has a passion for hospitality and finds opportunity through analysis, partnerships and working in teams.

She has worked in many different geographic areas and understands cultures and the importance of reflecting that online.

Lara is responsible for design, content and story telling.

Thomas Johansson

Director of Human Resources

Thomas Johansson is a senior HR leader and recruitment specialist with extensive international experience across hospitality and global organizations. He most recently served as HR Manager at Grand Hôtel Stockholm and has previously held senior roles, including HR Director at Sheraton Stockholm with Starwood / Marriott.

Throughout his career, Thomas has built a strong reputation for delivering high-quality talent acquisition and strategic HR support. He has led recruitment efforts on an international and global scale, managing the full talent lifecycle and successfully attracting top-tier candidates across markets. His expertise includes organizational development, employer branding and driving HR initiatives that support both business performance and employee engagement.

Thomas has worked in diverse, multicultural environments and brings deep cross-cultural understanding, with particular experience from Germany, France, and Monaco. His international background has equipped him with strong language and cultural knowledge and awareness, enabling him to operate effectively across borders and within complex global organizations.

In addition to his corporate experience, Thomas has also worked with some of the world’s leading cruise lines, further broadening his global perspective and strengthening his ability to adapt to dynamic, international settings.

He combines a pragmatic, solution-oriented mindset with a strong passion for people and performance, and is open to consulting assignments where he can add immediate value within HR and recruitment.

Rachel Meng

Senior strategic hospitality finance advisor

Rachel Meng is a hospitality investment and strategy advisor with experience across more than $7 billion in hotel transactions and over 70 assets. Her work focuses on acquisitions, underwriting, asset strategy, and capital decision-making, with a strong emphasis on driving performance and long-term value creation.

She previously served as Director of Investments at Pebblebrook Hotel Trust, where she led underwriting and due diligence across $2.4 billion of transactions and played a key role in the $5.2 billion acquisition of LaSalle Hotel Properties. She later served as CFO & Director of Strategic Assets at Lucky Find Hospitality, overseeing portfolio performance, capital strategy, and executive-level financial planning.

Rachel advises hotel owners, investors, and operators on investment evaluation, asset strategy, and capital decision-making across hospitality assets and portfolios.

Rachel is based in Washington DC, US, and handles Mocinno clients globally.

Sarah Luiz is a Concept Development and Experience Design Specialist with more than 20 years of international experience spanning hospitality, brand marketing, destination development and venture creation. She works with investors, developers, family offices, hotel owners and entrepreneurs to create future-fit hospitality concepts that combine commercial performance with meaningful guest experiences and distinctive brand identities.

Sarah defines guest journeys, brand positioning, experience concepts, food and beverage strategies, wellness integration, placemaking initiatives, strategic partnerships and signature programming that differentiate projects in increasingly competitive markets.

Sarah has extensive experience in concept validation, customer experience design and lifestyle positioning, ensuring that every project is grounded in market relevance while remaining authentic to its vision. She works across luxury hotels, resorts, branded residences, mixed-use developments and lifestyle destinations, helping clients create places that foster connection, wellbeing, culture and long-term value creation.

At Mocinno International, Sarah plays a key role in the firm's integrated development advisory services, supporting clients from the earliest stages of project definition through concept development and market positioning. Working alongside Mocinno's specialists in feasibility, investment strategy, hospitality operations, branding and development, she helps shape destinations that are strategically positioned, financially viable, operationally aligned and investment-ready.

Anders Ulriksson

Director of finance

Anders Ulrikson, Swedish, Authorized Accountant and Swedish Master of Laws Degree, brings with him many years of experience as a financial expert.

Accounting, control, tax- business- and legal advisor are some of the vital skills for any business to perform well. He has a niche within international small and medium sized companies.

Besides his extensive knowledge of finance, he also has experience in a number of areas, like hospitality, IT, Utility, Real estate, retail and education.

Anders provides accounting and payroll services and as an advisor within tax-, business-, and legal issues through his company JAU Consultants AB. He is a personal, and professional colleague, with an eye for perfection and innovation.

Jeroen Gulickx

CEO & hospitality visionary & Senior partner

Originally from the Netherlands, Jeroen Gulickx has built his career within hospitality, innovation, and entrepreneurship, guided by a deep curiosity for how places, people, and ideas create lasting value. With two business degrees and certification as a Six Sigma Black Belt, his foundation is analytical, yet his approach has always been shaped as much by intuition and vision as by strategy.

Over the course of an international career spanning luxury hospitality, technology, and consulting, Jeroen has developed a reputation for seeing opportunities where others see complexity, bringing together operational efficiency, creative thinking, and long-term perspective to transform businesses and destinations. His work has always been driven by a passion for elevating experiences, whether through hotels, wellness concepts, travel technology, or investment strategy.

As Founder and CEO of Mocinno International, established in 2007, he leads a global consultancy dedicated to unlocking revenue growth, strategic value, and future resilience for hospitality assets and brands. In parallel, he leads Joonze, a B2B travel technology venture, and serves on several industry boards, contributing to broader conversations shaping the future of travel and hospitality.

His expertise spans strategy, asset management, operational performance, capital raising, feasibility, due diligence, business development, and both traditional and digital marketing, yet what defines his work is a holistic understanding of hospitality as both business and experience. This perspective was formed early through roles with leading global groups including Marriott International, Starwood Hotels & Resorts, and Millennium Hotels and Resorts, alongside independent hotels experiences that gave him a uniquely broad view across the industry.

Through Mocinno’s international network of collaborators and specialists, Jeroen continues to work across markets and cultures, with a focus on Europe and Portugal development where he studied Six Sigma in 2001, and is working on a number of development and hospitality projects, bringing people together around ambitious projects with vision and purpose. At the core of his work is a belief that great hospitality is not only about performance, but about creating places with meaning, identity, and enduring impact and sustainability.

He is also the author of A Hotelier's Mind, where he reflects on strategy, innovation, and the evolving future of hospitality through the lens of both practitioner and thought leader.

Hanna Lak

Strategic Advisor – Hospitality Commercial Performance & Technology | Partner

Hanna Lak is a strategic hospitality advisor with more than 25 years of international experience across hotels, restaurants, travel, and hospitality development. She specializes in commercial performance, revenue optimization, hospitality technology, and data-driven business transformation.
During the past 15+ years, Hanna has focused on helping hospitality businesses strengthen profitability, distribution, and long-term commercial competitiveness through a combination of strategic insight, analytical thinking, and practical implementation. Her expertise bridges commercial strategy, revenue management, digital distribution, customer value creation, and hospitality technology ecosystems.

Hanna is recognized for her ability to align revenue management, sales, marketing, operations, and technology into one unified commercial approach. She works closely with ownership groups, owners, leadership teams, and hospitality operators to identify growth opportunities, improve commercial efficiency, and support sustainable business development.
At Mocinno Consulting, Hanna acts as a strategic advisor and partner for hospitality operators, investors, tourism organizations, and development projects. Her work includes commercial strategy, technology transformation, business intelligence, AI-supported operational development, distribution strategy, and future-focused hospitality concepts.
She has extensive international experience working with both luxury and high-volume hospitality brands across Europe, Africa, and the Middle East, including leadership roles with Starwood Hotels & Resorts and Oracle Hospitality.
Hanna is known for combining data-driven decision-making with strong market intuition and customer understanding. She believes the strongest commercial strategies are built by listening closely to customer behavior, market signals, and operational realities — transforming insight into clear, adaptable, and profitable action.

Carolien Stapper

Director of sales Commerce & partner / Spain

Carolien Stapper is a Dutch traveler, with a degree in business management, who finally settled in Mallorca, Spain.

In May 2012 she founded Bespoke Freelancing, after a two-year intensive business development and event experience in Bangkok and Bali. The company offers sales & marketing solutions and event management.

Carolien is a driven person, with a goal driven passion to business development, and extremely experienced within the hotel & event industry. She has been part of pre-opening teams, in charge of launches, incentives and corporate events. On occasion her company takes on individual events, weddings and VIP parties.

Carolien runs the Mocinno Mallorca offices.

Dianna Ruas

Director of Spa & Wellness & Partner

Karan Bagai

Director Corporate finance & Real Estate

Karan is a seasoned professional with an impressive 15-year track record of global experience, who brings a unique perspective to the table. Having successfully operated in diverse markets including Canada, India, and the Netherlands, Karan possesses an acute understanding of the international financial landscape. His expertise encompasses a wide array of sectors, ranging from investment banking (M&A) to corporate finance (FP&A), showcasing his versatility and adaptability. With a well-established network cultivated throughout his career.

Karan adds significant value to any endeavor. As a partner and co-founder of BrisQ, a dynamic financial services company, he is committed to empowering startups and companies in the financial realm, enabling them to thrive.

Karan holds a BCom from the University of Windsor, an MBA from Rotterdam School of Management, and the CFA Charterholder designation. With his comprehensive skill set and rich experience, Karan is poised to drive transformative outcomes for clients and partners alike.

Oskar Andemo

COO & Partner

Oskar is originally from Sweden and settled his business in Dubai, UAE in 2007. After graduating from the IHTTI hospitality management school in Switzerland he decided for a career in Business Development.

Oskar has successfully developed brands within the Hotel and Meeting & Incentive industry. He has worked in sales in Indonesia, Sweden and UAE for chains like Accor Hotels, Choice hotels and Starwood Hotels & Resorts.

Eager to engage and use his entrepreneurial skills, he started representation for the successful HelmsBriscoe as well as continuing to lead his successful company Chikara Consulting in 2009.

Now Oskar engages in established as well as start up concepts in business development and marketing. Oskar often assists with training, education and functions as professional speaker and Executive coach. He continuous to assist with introducing companies into the prosperous Middle Eastern market.

Katerina Sofronova

Hospitality Art Curator

Katerina Safronova is an independent art consultant and curator whose multidisciplinary practice bridges curatorial research, private advisory, and international artistic collaboration. Her work focuses on developing tailored art concepts and carefully considered selections for private clients, galleries, and temporary exhibitions, always responding thoughtfully to the character of a space and the vision of its owner or audience.
Her professional experience includes collaborations with internationally recognized sculptors in Pietrasanta and close work with artists throughout Europe, where she has contributed to creative development while fostering meaningful cross-cultural dialogue. These experiences have shaped a curatorial approach rooted in artistic sensitivity, material understanding, and international perspective.
Based in Turin, Katerina is actively cultivating a network of artists, collectors, and creative partners across Italy while maintaining professional connections in Austria and Germany. This international reach enables her to source and work with a diverse range of artists whose practices resonate with varied architectural settings, interiors, and contemporary collecting contexts.

A particular focus of her practice within Mocinno lies in the integration of art within hospitality and public environments. Katerina develops bespoke curatorial strategies for hotels, resorts, public spaces, and guest interiors, where art becomes part of the identity, atmosphere, and storytelling of a place. Working closely with architects, interior designers, and developers, she curates site-responsive collections and commissions that enhance spatial experience while reflecting the cultural and aesthetic vision of each project.

Through tailored art solutions for hospitality projects, she coordinates artists, artworks, and commissioned pieces specifically suited to luxury hotels and resorts ranging from sculptural installations and public artworks to in-room collections and integrated artistic concepts. Her role extends from concept development and artist sourcing to project coordination, ensuring each art program is distinctive, cohesive, and aligned with the character of the destination.

Katerina holds a degree in Economics alongside a second degree in Art History from Saint Petersburg, bringing together analytical rigor, art historical depth, and a refined curatorial sensibility to her practice.

Anna Mulock Houwer

Hospitality real estate development - Partner Southern Europe

Anna Mulock Houwer leads business development and deal origination in Southern Europe, with a particular focus on Portugal, Spain and Greece, working at the intersection of hospitality, real estate, and strategic investment. She collaborates with investors, developers, family offices, and asset owners to identify opportunities, structure partnerships, and support transactions across hospitality-led real estate projects and destination developments.

With more than two decades of international experience spanning multinational corporations, private equity environments, and entrepreneurial ventures, Anna brings a sophisticated understanding of investor dynamics, market positioning, and value creation. Her background combines commercial leadership with strategic advisory at board level, allowing her to operate effectively within complex cross-border and investor-driven environments.

Prior to her current role, Anna held senior positions with global companies including PepsiCo and Novartis, and has advised leadership teams at major international groups including AstraZeneca, Danone, Medtronic, Takeda Pharmaceutical and Teva Pharmaceutical Industries.

This experience has shaped a disciplined, strategic approach to growth, partnerships, and long-term asset positioning within hospitalty and the Mocinno company and team.

As founder of two boutique consultancies focused on commercial acceleration and strategic development, she has worked extensively with senior decision-makers, while her service on corporate and non-profit boards has further strengthened her governance and investment perspective.

Within hospitality real estate, Anna brings a particular strength in origination, relationship development, and identifying projects where place-making, capital, and operational vision converge. Her work often centers on opportunities where hospitality can drive both experiential value and long-term real estate performance.

Originally from Poland, Anna has lived and worked across Europe and is fluent in six languages, bringing a deeply international outlook to her work. Based in Cascais since 2021, she leverages her regional network and cross-cultural expertise to support opportunities across Southern Europe.

Koen Houtappels

Senior Concept Developer & partners

With over 20 years of experience in concept development across hospitality, leisure, and urban regeneration, Koen brings a sharp, future-oriented lens to every project he touches.

As an international strategist and placemaker, he has shaped high-impact concepts for hotels, resorts, and mixed-use destinations throughout Europe and beyond.From boutique experiences to large-scale masterplans, Koen merges commercial acumen with human-centered design.

His background includes close collaborations with leading developers, architects, and operators — always aiming to unlock identity, purpose, and profitability in places that matter.

At Mocinno, Koen serves as a strategic partner and senior advisor, supporting clients with visionary thinking, brand development, and scalable hospitality strategies. He is especially driven by concepts that fuse community, culture, and long-term value creation.

The Mocinno Engagement Philosophy

Senior-led advisory. Selective engagement. International perspective.

At Mocinno, we believe hospitality advisory is not a volume business. We maintain a selective engagement model, ensuring every project benefits directly from the dedicated oversight of our most senior professionals across development, investment strategy, concept, and asset performance. Our international perspective is grounded in global operational reality and institutional-grade excellence.

Talk to the Team