Global Asset Solution

    Alex Sogno, CEO

Mr. Sogno is the founder of Global Asset Solution, which provides expert oversight and asset management in the hospitality luxury industry. Global Asset Solution benefits from dynamic international exposure and exponential growth in Asia Pacific, Middle East and Africa. He has lectured frequently and published several articles on hotel real estate finance and asset management. Mr. Sogno is also the co-writer of the ‘Hotel Asset Management' textbook published by the Hospitality Asset Managers Association (HAMA), the American Hotel & Lodging Education Institute, and the University of Denver. He is the President of the Hospitality Asset Managers Association Asia Pacific (HAMA AP).

 

Mr. Sogno began his career in New York City after graduating with honors at Ecole Hôtelière de Lausanne, Switzerland. Mr. Sogno established a number of business ventures, initially focusing on hospitality and real estate valuation. He joined HVS International New York, and he established a new venture at the Cushman & Wakefield headquarters in Manhattan. During this period, Mr. Sogno supervised major hotel transactions (over 900 hotels), and provided technical support for valuations and financial projections for hospitality facilities throughout the USA, Canada and the Caribbean.

 

In 2005, Mr. Sogno began working for Kingdom Hotel Investments (KHI), founded by HRH Prince Al-Walid bin Talal bin Abdul Aziz Al Saud member of the Saudi Royal family, and was employed to asset manage a large portfolio of luxury full-service hotels in 21 countries in Europe, Middle East, Africa and Asia. As Vice President of Asset Management, Mr. Sogno had diverse responsibilities including: asset management of various hotels including Four Seasons, Fairmont, Raffles, Mövenpick, and Swissotel, the valuation of the entire KHI portfolio and assisting with the Initial Public Offering (IPO) of KHI at the London Stock Exchange as well as the Dubai International Financial Exchange. During this period, Mr. Sogno was in charge of the asset management during pre- and post- acquisition of all the properties, as well as the integration of most hotels into the portfolio.

 

Current and past asset management assignments (with Global Asset Solution and prior experiences):

 

Four Seasons Hotels & Resorts

Four Seasons Bora Bora (107 keys)

Four Seasons Central Asia - confidential (+200 keys) – Hotel management negotiation

Four Seasons Resort Langkawi, Malaysia (91 Keys) – New acquisition

Four Seasons Resort Mauritius (91 Keys) – Pre-opening & planning

Four Seasons Jakarta, Indonesia (320 rooms) – Planning prior takeover

Four Seasons George V, Paris France (245 Keys) – Valuation & Supervision

Four Seasons Riyadh, Saudi Arabia (274 Keys)

Four Seasons Damascus, Syria (297 Keys) – Pre- and post-Opening

Four Seasons Beirut, Lebanon (230 Keys) – Planning stage

Four Seasons Hotels Amman, Jordan (192 Keys) – Valuation & Supervision

Four Seasons Hotels Cairo at Nile Plaza (365 Keys) – Valuation & Supervision

Four Seasons Resort Sharm El Sheikh (200 Keys) – Valuation & Supervision

Proposed Four Seasons Hotel Marrakech (141 Keys) – Planning stage

 

Other upper-luxury Hotels & Resorts

Carlton Cannes, France (343 Keys) - New acquisition (IC property)

Starwood Hotels & Resorts Luxury Collection, Excelsior Gallia Milan (235 Keys) – Pre- and post-Opening

Amstel Amsterdam (79 Keys) - New acquisition

Taj Blue Hotel on the Sydney Harbor (100+ keys, name confidential) - Operational due diligence for potential new acquisition

Raffles Hotels & Resorts Raffles Phnom Penh, Cambodia (170 Keys) - New acquisition

Raffles Siem Reap, Cambodia (119 Keys) - New acquisition

Fairmont Hotels & Resorts Fairmont Mount Kenya Safari Club, Kenya (120 Keys) – Pre- and post-Opening

Fairmont Mara Safari Club, Kenya (51 Keys) – Pre- and post-Opening

Fairmont The Norfolk, Kenya (165 Keys) – Pre- and post-Opening

Fairmont Nile City, Cairo, Egypt (504 Keys) – Valuation & supervision

Intercontinental de la Villa Rome (192 Keys) - New acquisition

Intercontinental Frankfurt (467 Keys) - New acquisition

Intercontinental Madrid (302 Keys) - New acquisition

Mövenpick Resort and Spa, Karon Beach, Phuket (159 Keys) - New acquisition

Mövenpick Resort & Spa Mauritius (181 Keys) - New acquisition

Mövenpick Royal Palm Hotel, Dar Es Salaam, Tanzania (230 Keys)

Mövenpick Resort & Spa, Zanzibar, Tanzania (109 Keys) - Supervision

Mövenpick Resort El Quseir, Egypt (250 Keys) – Valuation & Supervision

Mövenpick Resort & Spa El Gouna, Egypt (554 Keys) – Supervision

Mövenpick Beirut, Lebanon (292 Keys)

Mövenpick Hotel Bur Dubai, United Arab Emirates (312 Keys

Mövenpick Hotel Ambassador, Accra, Ghana (260 Keys) – Planning stage

Swissôtel Kunshan, China (387 Keys) - New acquisition

Sentosa Resort Seminyak, Bali, Indonesia (67 keys)

Blue Karma, Bali, Indonesia (25 keys) – Pre- and post-opening

Elanora, Bali, Indonesia (luxury villa complex) – Pre- and post-opening

Turkuaz, Bali, Indonesia (luxury villa complex) – Pre- and post-opening

Hamurana Lodge, Rotorua, New Zealand (luxury lodge) – Pre- and post-opening

 

 

This map highlights all the assignment conducted by Alex Sogno during his career. Most of the US, Canada and Caribbean assignments are appraisals, feasibility studies and consulting services. Outside this geographical region, the assignments are related to hotel asset management, hotel management and consulting services. Click here for a detail list

 

 

 

    Alex Slors, Senior Asset Manager

Mr Slors is a strong team player with over 25 years of experience in the hospitality industry. A background of hands on knowledge of hotel operations as well as corporate environments within prestigious international companies give a balanced approach to the business challenges we are facing today. Since September 2006 with his long standing experience Mr Slors is focussing on supporting hotel owners and investors with maximising asset value.

After graduating in Accountancy in Holland, Mr Slors continued his education in finance and management through various courses and qualifications in the UK. His roles in the hotel industry started in 1988 and granted him various positions as Financial Controller with many well established hotels (The Kensington Close, the Ritz , The Prudential, The Saint Georges and the Strand Palace Hotel to name a few) before heading the Meridien Hotels and Resorts group as Group Financial Accountant overlooking 70 companies worldwide. This experience led him to continue with the group as the Deputy VP Finance for Europe hotels (42 Hotels) before taking the role of Vice President Finance for the Dorchester Collection. This key role provided support to 5 ultra-luxury properties and a network of 21 limited companies through balance sheet and P&L reviews, weekly consolidation of forecasts and KPI’s as well as facilitation of 5 year plans and budgeting process.

 

Current and past asset management assignments

• Deputy VP Finance Europe at Le Meridien Hotels & Resorts

• Vice President Finance at the Dorchester Collection (London, Paris x2, Milan, Beverly Hills)

• Starman portfolio of Starwood operated Le Meridien and Luxury Collection Hotels (started off at 35 properties and reduced through planned sales to 16 on departure. (2006-2011). Hotels included:

     o The King Edward Hotel – Toronto, Canada (298 rooms)

     o The Pegasus Hotel – Georgetown, Guyana (130 rooms)

     o Le Meridien Fisherman’s Cove – Seychelles (68 rooms)

     o The Royal Mansour – Casablanca, Morocco (182 rooms)

     o The Palace Hotel - Copenhagen, Denmark (169 rooms)

     o 6 Le Meridien Hotels in Germany (Hamburg, Cologne, Frankfurt, Stuttgart, Nuremberg, Munich – 1561 rooms)

     o 4 Hotels in the Benelux (Amsterdam x2, The Hague, Brussels – 728 rooms)

     o 4 Hotels in France (Paris x2, Nice, Monte Carlo – 2699 rooms)

     o 2 Hotels in Italy (Rome & Milan – 356 rooms)

     o 2 Hotels in Portugal (Algarve x2 – 342 rooms)

     o Le Meridien – Barcelona, Spain (233 rooms)

     o Hotel Bristol – Warsaw, Poland (204 rooms)

     o Le Meridien – Vienna, Austria (294 rooms)

     o Le Meridien Piccadilly & The Café Royal, London UK (266 rooms)

• Take over and renovation

     o Luxury Collection, Excelsior Gallia Milan (235 Keys) – Pre- and post-Opening

     o Intercontinental de la Villa Rome (192 Keys) - New acquisition

     o Amstel Intercontinental Amsterdam (79 Keys) - New acquisition

     o Intercontinental Frankfurt (467 Keys) - New acquisitio

     o Carlton Intercontinental Cannes (343 Keys) - New acquisition

     o Intercontinental Madrid (302 Keys) - New acquisition

• Operational Review Moevenpick Golden Palm – Tanzania for KHI (2007)

• Operational Review on cash-flow procedures and implement standards – Ritz Carlton Moscow – True up after purchase and first 6 months of operation for Verny Capital (2010-2011)

• Mandarin Oriental London – UK for MOHG (2007)

• Operational Review Rixos Truskavets – Ukraine for ArtBuild Hotels (2014)

• Operational Review Fairmont Monte Carlo for London & Regional Properties (2014)

• Furthermore a large amount of development work and HMA negotiations including:

     o Hyatt Regency – Minsk, Belarus (Verny Capital)

     o Ritz Carlton – Mauritius (Rusava Investments)

     o Novotel – Minsk, Belarus (Rusava Investments) o Ritz Carlton – Vienna, Austria (Verny Capital)

     o Confidential – Barahona, Dominican Republic

     o Confidential – Moscow, Russia o Confidential Golf Resort – Birmingham, UK

     o Ritz Carlton – Astana, Kazakhstan (Verny Capital) o Confidential – Mykonos, Greece

• Experience with ultra-luxury property asset management

     o Wide experience from both an operators and owners perspective. Very aware that an asset will only reach its optimum value if there is full understanding in between both parties in the agreement. This is not ‘them’ and ‘us’ but a ‘we’ scenario.

• Experience analyzing and managing Operator PIP's and FF&E Capital Reserve o As part of the Starman assignment had full responsibility for monthly Capex reporting including:

     o Monthly consolidation of all plans based on FF&E reserves

     o Approval of all projects over €25K o Post completion reviews o PIP programs in conjunction with Operators

• Experience managing pre-opening and initial phase operations

    o Le Meridien Budapest

     o Le Meridien Hamburg

     o Le Meridien Vienna

     o Le Meridien Stuttgart

     o The Ritz Carlton Vienna

  

  


    Fred Novella, Co-President

Mr. Novella is a founding member of Global Asset Solution in 2008 and currently oversees the Operation and Marketing division. He graduated from the Waikato Tourism Polytechnic in New Zealand with a Degree in Hospitality. He is a specialist in hospitality with areas of expertise that include hotel and airline pre-opening, operations, hospitality investments, and residential sales and marketing.

 

Mr. Novella began his career in New Zealand with Thai Airways International as Airline Traffic Controller. During this period he acquired operational knowhow and vital organization skills. This experience led him to New Caledonia, his country of origin, where he was appointed the senior position of Airport Manager. Mr. Novella had the responsibility to manage the entire Air New Zealand operation: budgeting, safety, training, standard operating procedures, sales and marketing, and public relation. Mr. Novella returned to New Zealand in 2000, this time to invest in a hotel joint venture. After turning around his first property, he acquired a second hotel which he managed for approximately three years. While maintaining and supervising his assets, Mr. Novella was appointed Hotel Operation & Residential Marketing Manager for Quest Apartment Hotel Group. This Australian based hotel chain included 24 properties throughout New Zealand. His main responsibility was to manage and develop the day-to-day operation, while being responsible for all the residential sales and marketing strategies.

 

In 2004, Mr. Novella’s entrepreneurial leadership led him to the opening of a Middle East airline. The Abu Dhabi based Etihad Airways went from 5 to 37 aircrafts during his period. Mr. Novella's contributions to the airline included security and safety measures, service standards, and other on-board procedures. These roles enabled him to work very closely with many nationalities and develop his ability to work with diverse cultures.

 

Mr. Novella’s experience and skills gained led to the formation of Global Asset Solution. He is responsible for all types of assignments such as consulting for hotels and resorts, project development to pre-opening and actual operational support. He is the most accomplished and talented professional with proven track records, leadership skills and the ability to balance the delivery of urgent demands. He is bringing to Global Asset Solution a broad hospitality experience (hotel and airline operations, hospitality investments, and sales & marketing).

 

Mr Novella is now a board member for HAMA MEA (Hospitality Asset Manager Association which launched a chapter during the Arabian Hotel Conference in Dubai in May 2014).

 

Current and past hotel asset management and operational assignments:

• Four Seasons Bora Bora, French Polynesia (107 keys)

• Four Seasons Kazakhstan (200 keys) – Hotel management negotiation

• Luxury Collection, Excelsior Gallia Milan (235 Keys) – Pre- and post-Opening

• Intercontinental de la Villa Rome (192 Keys) - New acquisition

• Amstel Intercontinental Amsterdam (79 Keys) - New acquisition

• Intercontinental Frankfurt (467 Keys) - New acquisition

• Carlton Intercontinental Cannes (343 Keys) - New acquisition

• Intercontinental Madrid (302 Keys) - New acquisition

• Luxury Hotel on the Sydney Harbor (100+ keys, name confidential) - Takeover

• Hamurana Lodge, Rotorua, New Zealand (luxury lodge) – Pre- and post-opening

• Sequoia, Rotorua, New Zealand (25 keys) – Pre- and post-opening

• Quest Serviced Apartment Group (24 properties, 1250 keys) - Opening

• Sentosa Private Villas, Bali, Indonesia (67 keys)

• Blue Karma, Bali, Indonesia (25 keys) – Pre- and post-opening

• Red Door Villas, Bali, Indonesia (luxury villa complex) – Pre- and post-opening

• Elanora Villas, Bali, Indonesia (luxury villa complex) – Pre- and post-opening

• Turkuaz Villas Complex, Bali, Indonesia (luxury villa complex) – Pre- and post-opening

 

    Melanie Stump, Asset Manager

 

Ms. Stump successfully completed a B.Sc. (graduation with honours) in International Hospitality Management from Ecole Hoteliere de Lausanne with a specialization in real estate, market and corporate finance. Ms. Stump has worked in the UK and Switzerland and following her experience in European Hotel Development with Marriott International, Ms. Stump joined Global Asset Solution in 2014, where her background in intellectual property rights has broadened the scope of competencies of the team.