Edition Hospitality’s vision is to become a leading specialist hospitality consultancy offering

unparalleled expertise to the hospitality, leisure and tourism industry and committed to produce

value and unparalleled results for owners/developers by creating products that fulfill

individual customer expectations.

Edition Hospitality Vision

Contents

• Our Profile

• Our Team

• Our Mission

• Scope of Services

• Development Advisory

• Hospitality Services

• Asset Management

• Project Development Management

• Independent Hotel Management

• Spa Development & Management

Our Profile

Imagine being able to hand pick a team of hospitality experts that have shown they

can create world class hospitality brands and deliver market leading excellence using innovation, experience, commitment and passion…….

We provide hospitality advisory, total management and development

solutions, concept inspiration, the expertise and experience that every owner and developer will require to achieve their objectives and fulfill their vision.

We have assembled a team of specialists across the areas of development,

hospitality, asset management, and project management. Either engaged for a full development project, a specific consultancy scope or

a long term partnership, our approach will always be owners/developers centric ensuring them of getting tailor made solutions to their needs.

Our Team

Patrick Heuze – Chief Executive Officer Patrick has held a number of senior management positions within hospitality for a variety of International companies. Most recently as Chief Executive Officer of Emaar Hospitality Group - Dubai. After graduating in hospitality management, Patrick has embarked in a journey that took him in several continents and countries, providing him with the experience of working in multicultural environments and the exposure required to develop a deep knowledge in hotel development , management and strategies. Patrick wealth of experience in project development, hotel management, asset management will complement the experience and skills of the other members of the team.

“ Hotels are my passion, always searching excellence to provide every stakeholders reasons to be happy to have selected a particular hotel or restaurant to fulfill a need, a desire or an objective. I thrive on building teams that are creative, committed and passionate.”

Our Team

Julien Bergue – Resort and Hotel Design & Project Development Julien comes with extensive experience and recognized track records with One & Only Hotels & Resorts, Emaar Hospitality, The Address Hotels+ Resorts, Armani Hotels & Resorts, Beachcomber Group Hotels & Resorts in key positions as Director of Projects Development, Special Project Manager. Julien brings on board a wealth of international Luxury Resort Project Development expertise from Dubai/ France / Morocco/Egypt/Turkey/Indonesia/Mauritius/Maldives that will bring value to any existing or future hospitality projects.

“ Hotel Design is my passion and seeing a project start on a paper plan and come to live is incredible. Being the first to walk through the hotel on plan and developing the future guests experience and what will bring joy to so many… it is why I am passionate about my role... I’ve wanted to work in hospitality since I was 8 years old and started as a dishwasher and grew from there to what I consider as my dream job.”

Our Team

Louise Murphy – Human Resources Louise has held a number of senior management positions within hospitality, retail and logistics for a variety of International companies. Most recently as Senior Corporate Director of Emaar Hospitality Group and Armani Hotels & Resorts. She is CIPD (Chartered Institute of Professional Development) Qualified with in depth experience of the full array of HR expertise including Setting Strategy, Compensation & Benefits, Recruitment & Selection, Policy Development & implementation, HR Operations, Legal Compliance, Engagement and Retention. Louise is able to bring unique international insights and experience, her versatile, pragmatic and creative HR approach can be tailored and adapted to meet the specific needs of each client.

“ People are my passion and I thrive on achieving results for the benefit of others to enable their success. Only great companies have people at the heart of everything they do. Most of all, life and work is an adventure – it should be fun!”

Our Team

Lisa Brightwell – Sales & Marketing, Branding, Loyalty Lisa comes with extensive experience and recognized track records with Emaar Hospitality, The Address Hotels + Resorts, Armani Hotels & Resorts, Jumeirah Hotels & Resorts and Marriott International in key positions such as Director of Brand Marketing and Director of Strategic Partnership. She brings on board a wealth of international sales and marketing expertise that will bring value to any existing or future hospitality project. Lisa is also a specialist in loyalty programs including hotel frequent flyer programs and Gift Card products, from systems, operations, customer service and management.

“ Hospitality is my passion and it’s the industry I’ve wanted to work in since I was 5 years old. When I was young my parents would loose me in hotels, as I would go and explore the hotel to report back to them with my ‘feedback’! Today I add innovation and commitment to my passion to create and grow hotel brands to achieve success.”

Our Team Melkart Rouhana – Learning & Development Melkart is an Organizational Culture & Effectiveness Consultant, Learning & Development Strategist, Motivational Public Speaker, Emotional Intelligence Practitioner & Trainer, Teambuilding Expert, Interview Analyst, innovator and Specialist in Building Talent Based Organizations. Melkart led global presentations, openings, workshops and consulting projects for many organizations around the globe including but not limited to The Ritz-Carlton Hotel Company, Armani Hotels & Resorts, The Address Hotels + Resorts, Cheesecake Factory, Hotel Consult Switzerland, Les Roches ISHM, Cesar Ritz Colleges. Melkart brings a wealth of knowledge and consulting experience in redefining companies’ cultures and L&D platforms.

"Enabling Greatness is my passion and I firmly believe in crafting solutions that touch the four dimensions of human beings - heart, spirit, body and mind. I inspire individuals and companies to design their "greatness compass" which will ultimately lead them to their final destination.”

Our Team

Michele Millot - Rooms operations Specialist housekeeping professional, Michele has gained her experience working for Disney, Accor, Radisson, Hilton, Banyan Tree, Emaar Hospitality , Jumeirah Group, and other renowned hotels in various part of the world. She has multiple pre-openings experience in multicultural environments, and fully conversant in developing standard operating procedures, standard manual and setting up the foundations of an efficient Housekeeping and Laundry operations from small to large properties, leisure or business. Areas of expertise include also interior design and creating innovative rooms accessories concept.

"Making those First Impressions Last - This is my passion With this, being different and innovative, so that the lasting impression is one that really stands out giving this lasting impression the leading-edge. I thrive in taking on projects big and small - as the journey through to achieving the end result gives ultimate satisfaction to our guests, both internal and external."

Our Team

Doxis Bekris – Culinary Expert Doxis brings top-notch international experience with highly successful roles in 5 star Hotels and Michelin rated restaurants in Greece, UK, Switzerland, Italy, Cyprus and the Emirates. He comes with a rare Culinary Mastership, gained during his studies in some of the world’s top educational institutions such as the University of Worverhampton and Stafford College (UK), The Emirates Academy of Hospitality Management (UAE), Technical Professional School of Tourism Professions (Rhodes, Greece) and others, as well as on the field holding for an extended number of years responsible positions such as Executive Chef, Regional Executive Chef and Corporate F&B/Culinary Director Research & Development for companies such as Kempinski, Starwood, Swissotel, The Address etc...

“Etched on my arm are the words “Never” and “Enough” or “Never Enough”. This is my personal ethos…to always strive for the best, to strive for more…more creativity, more innovation…different yet better. Creating unique and memorable culinary and beverage concepts are my forte. I love taking on challenges as I see them an opportunities to be better rather than problems.”

Ed Edwards - Golf Ed has held a number of senior management positions within the hospitality industry spanning over a number of different continents and for a variety of international companies, most recently as General Manager Leisure Operations for Emaar Hospitality Group - Dubai. Ed has a wealth of hospitality management experience, specializing in the management of golf resorts. His expertise includes new resort development and start ups, turning around struggling businesses as well as general management of golf and leisure businesses. He has gained invaluable experience at some of the finest golf and leisure facilities in the USA, Europe and the Middle East.

“ Surpassing expectations is my passion, whether that comes in the form of assisting stakeholders realize their dreams in the development of a new resort, ensuring that the end user has a most memorable experience or the team on the ground is led in the right direction and with the right attitude!

Our Team Erwin Lewis – Revenue Management / eDistribution Erwin brings with him a wealth of experience in the fields of reservations, yield management & ecommerce. He has worked for such groups as Jumeirah, Habtoor, Emaar Hospitality and the Dubai World Trade Centre. His whole career has been in Dubai in a highly competitive environment in which Erwin continues to excel. Specialized with pre openings, Erwin has set up expertise and working knowledge of various hospitality systems such as but not limited to Opera, Delphi, Avaya (Telcom system), Alchemy (Document Management System), Direct Connect (eDistribution system) and Global Distribution System.

“Seeing a guest smile is my passion and this is what drives me to succeed. Being very inclined to numbers and statistics . I had a natural progression into Revenue Management, it allows me to crunch through the numbers, study different market trends and behaviours, interact with various departments while trying to balance the value of the guest experience against the price.

Our Team Dirk Bruwer – Security Operations South-African born with 20 years experience in the Security Industry, overseeing multiple pre & post-opening projects, developing and implementing strategy, producing and implementing effective standards in key positions such as Area Director of Security and Middle East Crisis Coordinator for hotel brands such as Emaar Hospitality Group, Ritz Carlton Hotels & Resorts and Marriott International. Dirk led global training presentations, openings, workshops and internal auditing on projects for many organizations around the globe including but not limited to The Ritz-Carlton Hotel Company, Marriott International, Armani Hotels & Resorts, The Address Hotels + Resorts and Tourism Developments in Abu Dhabi. “My passion is “to protect and serve” and be part of a

high dynamic performance team, with the opportunity to develop and mentor teams to compliment the overall security function within a company. In any sort of crisis people would look for leadership, not just policies, not procedures, not ideas. In the event of a crisis we must be ready to respond with courage, calmness and always with a sense of compassion and a high degree of care.”

Philip B – Marina & Yacht Clubs Philip brings with him an in-depth knowledge and background in international marinas and yacht clubs, having led notable properties in both South East Asia and the Middle East. An engineer and Yacht Master instructor by training, Philip has been deeply involved in the conceptualization, build, operation, and maintenance of high-end marina properties, providing a wealth of experience in the optimization of brand new, through to mature properties. Most recently, Philip has overseen the completion and operations of three new marina basins for one of the largest marinas in the Middle East.

“My belief is that the fundamental design of a marina; the interrelation between the upland and on-water assets is pivotal to the long term, stand-alone success of a property”

Rachel Markus – Procurement Rachel brings to the team a profusion of experience in hotel procurement. During the last 4 years, Rachel's focus has been on the procurement of FF&E as a project manager with a highly respected international procurement firm, Rachel led procurement projects for international and local hotels like Hyatt Group , One & Only resorts, St. Regis Hotels & Resorts, Address Hotels + Resort and Holiday Inn and others. Rachel is a professional individual who understands what is required to deliver excellent results and meeting deadlines. Her knowledge and expertise will add great value to all hospitality projects; along with her high negotiating skills will ensure allocated budgets are met while retaining highest quality.

Our Team

“One of the most exciting and fascinating aspects of working in procurement is the diversity of the work, from the analysis of the FF&E design details, sourcing and the manufacturing of the goods and finally the anxiety of the timeline to the opening of the project. Added innovation and commitment to my passion is to achieve and maintain the integrity of the design and required quality while achieving the best possible budget for the client…”

Our Team Paul Parsons – Social Media & Digital Marketing Paul is a Digital Media consultant who specializes in Social Media Strategies and Concept Development, Social Media & Digital Marketing Workshops and Mobile Marketing Strategies. Paul has had the unique opportunity to create and execute a number of social media and digital projects for numerous organizations in the Middle East, North Africa and Asia regions including Hilton Hotels & Resorts, Mövenpick Hotels & Resorts, The Address Hotels + Resorts, Starwood Hotels & Resorts, Emirates Airlines and Lufthansa. Paul continues to stay ahead of the curve in the digital marketing and social media landscape and uses his creative mindset to ensure engagement and out of the box thinking for each client.

"Understanding how we communicate with one another and the reason for using each of the multiple digital and social platforms is my passion and I strongly believe that by understanding how these tools are used, will help us understand how people wish to be communicated with."

Our commitment is to develop, enhance, deliver growth, manage hospitality units by bringing the following elements to the clients:

• Minimizing investment • Mitigating any operating risks • Maximizing yield and operating profit • Managing assets efficiently

Further, is to create unique concepts in hotel and resort accommodations and services. These innovative ideas are shaped by the increasing sophistication of today’s travelers and guided by our experience and vision to create customer experiences like no other.

Our Mission

Edition Hospitality

Hotels Project

Development Mix use Development

Planning

Mix Use Management

Human Resources - Learning &

Development

Branding & Marketing

Hotel & Resorts

Management

Golf

Marina & Yacht Clubs

Asset Management

Scope of Services

• Development Advisory

• Market Analysis and Project Feasibility

• Hotel Design & Construction

• Operators Selection and Agreement Negotiation

• Hospitality Services

• Hotel Asset Management \ Owner

Representation

• Development Management

• Hotel Management Services

• Spa Development & Management

• F&B Conceptualization

We provide clients with an comprehensive advisory service from concept to operational handover, to support any owner/developer during that development period but importantly to provide them with the best advices on their investments.

Our expertise in managing other participants such as architects, interior

designers, other specialist consultants will generate an optimal return on investment with the added value edge of ensuring efficient use of land, design optimization and value engineering.

We act as the owners’ representative, custodian of the vision and set project

parameters, leaving the owner/developer free from the project burden, able to focus on their core occupation whilst kept updated on the development on a timely basis.

We will cover the three core phases of this service: - Concept – Design –

Construction & Handover. Bringing true value throughout the project, from the initial project assessment and viability, concept development, operators selection, project development management and final handover.

Development Advisory

The extensive experience of our team in hotel, resort, F&B, leisure development will enable us to provide advisory from property location to space programming, from recruitment to learning & development, from branding to marketing to unlock the potential of the envisaged development.

Hospitality Advisory – with the expertise and experience assembled within

Edition Hospitality, we can guarantee professional advises in most hospitality ventures. We will take care of every steps, from establishing or reviewing feasibilities studies, recommending or assessing space programs & utilization, optimize functionalities and efficiencies, value engineer to keep development costs within budget.

Pre-Opening Consultancy - this is a critical stage that requires precision and

detailed management to ensure that the guests experience is delivered as per brand commitment through the necessary procurement, recruitment, SOPs, Standards, Training, etc…

Hospitality Services

Operational Services – between us we have expertise in most hospitality disciplines, covering all elements in running a successful hospitality business. We can fully evaluate a particular element or situation and make our recommendations to improve services, profitability, market share, processes. Our field or expertise will be in general management, human resources, learning and development, sales & marketing, culinary, housekeeping, finance, yield management.

Our proposition is to enable owners to access a large array of advisory skills,

knowledge and experience to build revenues, improve profitability, develop the teams, position and market the unit(s), raise level of services and support growth.

Hospitality Services

Edition Hospitality views the responsibility of the asset manager as acting as the owner's representative through the complex process of hotel acquisition, operations, maintenance, and possible disposal. The roles may be many, tailored to the specific current needs of ownership with a focus on the long-term investment strategies. Being the link between the owners and the operators these roles include: Managing the Investment Define Optimum Investment Strategies Review and Monitor Service Contracts Approve/Monitor Capital Expenditures Review Reserve for Replacement Strategies Review Long-Term Capital Plan

Asset Management

Oversight of Operations and Physical Assets Monitor Ongoing Financial Performance Evaluate the Sales & Marketing Process Monitor the Competitive Market Monitor Operating, Programming, and Service Qualities Monitor Protection of Physical Assets Support Budgeting Processes Advise on Management Issues

Asset Management

Edition Hospitality will take projects from concept to completion, managing the process every step of the way. The contribution provided by Edition Hospitality is to deliver project on time, on budget and to the expected quality. Construction Project Management - During that phase, Edition Hospitality role is

to Coordinate and Communicate of interfaces between all stakeholders Prepare / review project brief Prepare / review the space program. Review operators’ design guidelines. Advise on functional, operational and value engineering the design of the

spaces and facilities.

Project Development Management

Construction Project Management Continued Review critical development path and key milestones. Management of projects in cooperation with operators, architects, designers and

contractors. Recommend new systems and technologies. Cost Plan and cost management Value Engineering Review contracts & claims Consult with owner on bids, changes and/or selecting contractors Perform pre-opening inspections and punch list for hotel

Project Development Management

Edition Hospitality has the managerial capabilities to offer management services to independent small/medium size properties under their existing name, under white label brand or being associated with a small scale management company.

• Edition Hospitality recognizes the opportunity to provide professional

management practices to unique independent hotel properties that would not benefit from traditional multi-property brand practices.

• Edition Hospitality can strengthen operations, as well as sales and marketing through increased distribution, improved the overall quality of service, and provided food and beverage excellence to elevate its hotel image, thereby maximizing the value of these assets.

Independent Hotel Management

• We will provide access to sales and marketing technologies and direct sales

offices that would otherwise be uneconomical for or unavailable to independent hotels. Moreover, many of these properties have a unique market niche or legacy brand equity in their names that would be destroyed by being affiliated to a large hospitality chain.

• We will assist owners and operators with an overall evaluation of their operations to detect areas in need of improvement and increase productivity. This includes IT, Reservations, HR, et cetera. Edition, is also positioned to act as a short-term operator on repositioned, distressed or foreclosed assets until the owner’s ultimate goals are met.

Independent Hotel Management

• Edition Hospitality offers spa management services that are comprehensively aligned with our commitment to excellence. Recognizing the increased international demand across the luxury spa market, we provide development, consulting and management services for spas associated with hotel and resort properties, both branded and independent.

• Edition with some international spa professional will develop spa facilities that have the design quality and diversity to become a highly profitable profit center & an anchor facility for the hotel or resort. In execution, Edition Hospitality is committed to excellence, featuring architectural designs, décor and services that honor local customs and traditions.

Spa Development and Management