Global Asset Solution

   Alex Sogno, Co-President

Mr. Sogno is the founder of Global Asset Solution, which provides expert oversight and asset management in the hospitality 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 new ‘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 an active member of the Hospitality Asset Managers Association (HAMA).

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-Waleed 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, valuation of all KHI portfolio, assisting with the Initial Public Offering (IPO) of KHI at the London Stock Exchange and the Dubai International Financial Exchange.

Mr. Sogno is an Associate Member of the US Appraisal Institute - Metro NY Chapter and also a member of Hospitality Asset Managers Association (HAMA). Mr. Sogno also writes monthly column for Hospitality Magazine in the Middle East.


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


  Fred Novella, Co-President

Mr. Novella joined Global Asset Solution in 2008 and currently oversees the Operation and Marketing division. He graduated from Hamilton Waikato Tourism Polytechnic in New Zealand. He is a specialist in hospitality with areas of expertise that include hotel and airline operations, hospitality investments, and residential sale 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, 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 in Rotorua. 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 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 onboard procedures. These roles enabled him to work very closely with many nationalities and develop his ability to work with diverse cultures.

Mr. Novella experience and skills gained led to the formation of Global Asset Solution. 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 residential sale and marketing) as well as thorough startup practice.