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.
Jeroen Gulickx
CEO & Senior partner
Jeroen Gulickx, originally from the Netherlands, holds two business degrees and is a certified Six Sigma Black Belt. With a career spanning global hospitality, technology, and consulting, he brings a highly strategic and performance-driven approach to business growth and transformation.
As Founder and CEO of Mocinno International, established in 2007, Jeroen leads a consultancy focused on delivering incremental revenue and long-term value for hotels, wellness, and hospitality. In parallel, he serves as leader of Joonze, a B2B travel technology company, and holds several board positions across the industry.
Jeroen’s expertise spans a wide range of disciplines, including operational optimization, cost structuring, strategy development, operations, asset management, capital and fund raise, feasibility and due diligence, business development, and both traditional and digital marketing. His work is rooted in a deep understanding of the luxury travel segment, supported by extensive international experience.
Mocinno operates through a global network of highly experienced and innovative professionals, strategically positioned across key markets. Jeroen’s own career began at an early stage within leading hospitality groups such as Starwood Hotels & Resorts, Marriott International, and Millennium Hotels and Resorts, as well as with independent hotels—giving him a well-rounded perspective across the industry.
In addition to his executive roles, Jeroen is the author of A Hotelier's Mind, Setting Strategy for the Future, where he shares insights on strategy, innovation, and the evolving landscape of hospitality.
Oskar Andemo
COO & Partner
Originally from Sweden, Oskar built his international career in Dubai, UAE, where he established his business in 2007. After graduating from IHTTI School of Hotel Management in Switzerland, he pursued a career in business development, quickly positioning himself within the global hospitality and meetings industry.
Oskar has a strong track record in developing and positioning brands within the hotel, meetings, and incentive sectors. His experience spans both sales and operations across Indonesia, Sweden, and the UAE, working with leading hospitality groups such as Accor, Choice Hotels, and Marriott International. After more than a decade in Dubai, he recently returned to Sweden, having served as Mocinno’s local presence in the region.
Driven by an entrepreneurial mindset, Oskar represents HelmsBriscoe while continuing to lead his own firm, Chikara Consulting, founded in 2009. His work focuses on bridging markets and creating opportunities between Europe and the Middle East.
At Mocinno, Oskar contributes as an operational expert, bringing structured methodologies and best practices to complex projects. As a certified Green Belt, he combines analytical rigor with practical execution. He is also actively involved in training and education, working as a professional speaker and executive coach.
Oskar continues to nurture strong relationships and guide businesses entering and expanding within the Middle Eastern market, leveraging his deep regional knowledge and network.
Hanna Lak
Investment analyst & chief technology & Partner
Hanna brings over 20 years of experience in the global hotel and restaurant industry, with more than 15 years of specialization in asset management, revenue management, and hospitality technology. Her expertise lies in leveraging data-driven strategies to unlock performance, consistently delivering double-digit year-over-year growth in both revenue and market share, while maintaining a strong focus on overall cost efficiency.
Her approach combines analytical precision with practical implementation, translating complex data into clear, actionable strategies tailored to each organization. Hanna is known for developing solutions that are both effective to integrate, ensuring long-term adoption and measurable impact.
A key part of her philosophy is embedding revenue-driven thinking into company culture. By fostering leadership aligned with revenue management principles, she enables businesses to achieve sustainable, long-term success.
Her work focuses on total revenue optimization, collaborating closely with brand, marketing, sales, and operations teams to maximize profitability across all touchpoints.
Hanna’s international experience spans Europe, Africa, and the Middle East, working with a broad spectrum of hospitality brands, including Marriott International. She brings a deep understanding of the travel market, combining advanced analytics and technology with a strong intuitive sense—developed through continuously listening to customers and market dynamics.
Floor Maria Van Boxtel
Director Real Estate Investment
With an extensive background in creating, developing, and operating seven diverse leisure-related businesses, Floor brings a wealth of entrepreneurial experience and strategic insight to real estate investment. Her expertise in feasibility analysis and due diligence delivers significant value to clients across international markets.
Following a decade of hands-on business development, Floor’s entrepreneurial journey evolved with the founding of Flortune, through which she continues to invest in and advise emerging entrepreneurs. Her work is driven by a commitment to helping others navigate and realise their vision, turning ambitious ideas into viable, successful ventures.
At Mocinno, Floor plays a key role in shaping real estate and investment strategies, with a particular focus on boutique hotel development. Her collaborative approach and sharp commercial mindset make her an integral part of the team, contributing to the delivery of forward-thinking projects and global partnerships.
Carolien Stapper
Director of sales & Commerce & partner
Carolien Stapper is a Dutch-born entrepreneur with a degree in Business Management and an international career shaped by travel, innovation, and commercial growth. After gaining extensive experience across Europe and Asia, she established her base in Mallorca, Spain, where she continues to lead strategic business initiatives.
In May 2012, Carolien founded Bespoke Freelancing following two intensive years in Bangkok and Bali, where she specialized in business development and high-end event execution. Through her company, she has delivered tailored sales and marketing solutions alongside curated event management services for a diverse international clientele.
Carolien brings deep expertise in commercial strategy and profit optimization, with a strong track record in driving business growth within the hospitality and events sectors. She has played key roles in pre-opening teams, leading launches, incentive programs, and large-scale corporate events, as well as select private experiences including luxury weddings and VIP gatherings.
As the head of the Mallorca office, Carolien oversees regional operations, combining strategic vision with hands-on leadership to deliver results aligned with Mocinno’s standards of excellence.
Barbara Den Bak
Wellness & Brand Strategist
Barbara den Bak is a leading wellness and hospitality strategist known for building brands, communities, and experiences that create meaningful impact. With over 15 years of experience across concept development, brand building, and transformational experience design, she helps hospitality groups elevate their well-being offering in ways that are commercially strong and emotionally resonant.
As the founder of Kaer and senior partner of Mocinno, Barbara develops a globally relevant framework for transformational travel, integrating neuroscience, somatics, nature immersion, and luxury hospitality. Through Kaer, she has built a global network of world-class facilitators, healers, coaches, and creatives, enabling hotels and organizations to deliver deeply personalized and high-touch wellness experiences.
Barbara is widely recognized for her ability to turn vision into community. She has built multiple lifestyle brands anchored in connection, belonging, and community growth, and understands how to design guest journeys that foster loyalty and long-term engagement. Her work extends to strategic partnerships with premium hotels, travel advisors, and experience-driven brands, allowing her to bridge commercial goals with authentic well-being initiatives.
Before launching Kaer, Barbara founded several successful fitness concepts and later served as Chief Development Officer at Urban Gym Group, contributing to the growth, acquisition, and scaling of boutique brands. Her approach blends evidence-based well-being science with elevated design, storytelling, and operational clarity — helping hospitality brands create experiences that regulate the nervous system, inspire connection, and stand out in a competitive global market.
Today, Barbara collaborates within Mocinno with hotel groups, luxury properties, and creative studios to develop next-generation wellness brands and signature guest experiences rooted in authenticity, community, and modern well-being.
Dianna Ruas
Director of Spa & Wellness & Partner
Originally from Brazil, Dianna Ruas is a globally experienced Hospitality, Spa & Wellness professional with a career defined by innovation, cultural awareness, and a deep commitment to holistic wellbeing. With a background rooted in Health & Wellness, she has developed her own methodologies, now implemented in projects around the world.
As a Senior Partner at Mocinno for over 15 years, Dianna leads all wellness development initiatives, combining both conceptual vision and operational expertise. Her ability to translate wellness philosophies into commercially viable and experience-driven concepts makes her a key force behind the company’s distinctive approach.
Her international consultancy work has taken her across China, the Middle East, Mexico, Guatemala, the Caribbean, Brazil, and beyond, giving her a unique global perspective. This cultural fluency allows her to create wellness concepts that are both locally relevant and internationally compelling.
Dianna is deeply passionate about ESG, people and education, bringing an authentic, human-centered approach to every project. Her work reflects a strong belief in reconnecting wellness with its core purpose—creating meaningful, transformative experiences.
Together with the Mocinno team, she continues to develop innovative concepts that redefine the spa experience, placing renewed focus on holistic health and wellbeing
Lara Brusse
Director of marketing
Lara is a seasoned creative marketeer with a diverse background spanning multiple industries, bringing a holistic and adaptable approach to brand development and communication. Her entrepreneurial mindset and strong sense of initiative have contributed to meaningful growth across both independent ventures and large corporate organizations.
With a deep passion for hospitality, Lara excels at identifying opportunities through strategic analysis, collaborative partnerships, and team-driven execution. Her international experience has given her a strong cultural awareness, allowing her to craft content and brand narratives that resonate authentically across different markets and audiences.
At Mocinno, Lara leads design, content, and storytelling, shaping brand identities and ensuring that each project communicates a clear, compelling, and culturally relevant message.
Anders Ulriksson
Director of finance
Anders Ulrikson is a Swedish Authorized Accountant and holds a Master of Laws degree, bringing with him decades of experience as a trusted financial and legal advisor. His expertise spans accounting, financial control, taxation, and business and legal advisory—core disciplines that underpin sustainable and well-performing organizations.
With a particular focus on international small and medium-sized enterprises, Anders has developed a strong niche in supporting businesses operating across borders, offering structured, compliant, and growth-oriented financial strategies.
In addition to his extensive financial expertise, Anders has worked across a wide range of industries, including hospitality, IT, utilities, real estate, retail, and education. This cross-sector experience allows him to provide well-rounded and pragmatic advice tailored to each client’s operational context.
Through his company, JAU Consultants AB, Anders delivers accounting and payroll services alongside strategic advisory in tax, business, and legal matters. Known for his precision, professionalism, and forward-thinking approach, he is a valued and trusted partner within the Mocinno network.
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.
Karan Bagai
Director Corporate finance
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.
Koen Houtappels
Senior Concept Developer & partner
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.
Koen leads all architectural and design projects with a sustainable angle.
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.
Mevlut Diri
Commercial Corporate finance
Mevlut is a versatile banker with a wealth of experience in the Dutch banking industry. Having worked on both the debt and equity sides of the largest Dutch banks, Mevlut possesses a comprehensive understanding of financial markets. He is a strong communicator who values inclusivity in work processes, ensuring effective collaboration and teamwork.
Throughout his career, Mevlut has taken on various challenging roles. From Equity Derivatives trader to providing capital structuring advice in event-driven situations at ABN AMRO's Capital Structuring & Advisory team, he has showcased his analytical prowess and strategic thinking. With a diverse skill set and a proven track record, Mevlut is poised to make a significant impact on the finance function of future clients
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.