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.

2. 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

3. 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

4. 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.

5. 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.”

6. 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.”

7. 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!”

8. 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.”

9. 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.”

10. 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."

11. 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.”

12. 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!

13. 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.

14. 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.”

15. 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”

16. 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…”

17. 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."

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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

25.  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

26. 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

27.  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

28. 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

29. • 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

30. • 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