About us
I am Helen ter Beek, hospitality expert with 20+ years of experience in transforming hotel operations, enhancing guest experiences, and driving profitability. I created studio inari as a collaborative consultancy where I unite specialist experts to solve your challenges and unlock the true potential of your business
Whether you're part of a global hotel brand, a franchise, or an independent property owner, we know the pain points that keep you up at night. From underperforming revenue to inefficient operations, we tackle them head-on, providing scalable, actionable solutions that lead to measurable success.
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Founder & Managing Partner
Helen brings energy through connection: building strong networks and teams, optimising processes, and bringing new concepts and brands to life.
A graduate of Hotelschool The Hague, she has spent over 20 years transforming hospitality investments across three continents. Her expertise in franchise optimisation, brand performance, and commercial strategy has been proven through successful partnerships with Hyatt, Hilton, IHG, and Choice Hotels.
Throughout her career, Helen has successfully developed and launched 1 hotel brand and 2 hospitality concepts, refreshed 4 hotel brands, and delivered 10+ product categories along with 6+ business transformations.
Her strength lies in translating strategic vision into measurable outcomes. Through hands-on leadership and a commitment to sustainable excellence, she drives both commercial performance and operational transformation that delivers lasting results for hotel owners and operators.
Why work with us?
We're not just consultants; we're partners in your success. With a proven track record of transforming hospitality businesses, our solutions are both scalable and impactful. We understand the hospitality industry inside and out, and where needed, we bring in specialist experts to ensure every aspect of your project is handled with precision. We tailor our approach to solve your unique challenges, so you can focus on what matters: growing your business.
Let's partner together to unlock your hospitality project's full potential and drive its success to new heights.
Why studio inari?
Our name brings together both how we work and what drives us.
As a collaborative hospitality consultancy, we unite specialist experts who craft seamless experiences from concept to completion. One studio, endless expertise, all working in harmony.
Our name draws inspiration from Inari Ōkami, the Japanese deity of prosperity and transformation, reflecting our commitment to guiding clients toward long-term abundance. The two rice plants in our logo symbolize growth, partnership, and our dedication to working together to help others thrive.
How we grow together
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Just as rice grows from strong, rooted soil, trust is the foundation of success. We show up with honesty, transparency and principled partnership in everything we do.
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Hospitality is in our DNA. Like Inari, the deity known for benevolence and support, we are deeply committed to supporting others: our clients, their teams, and their guests; with care and intention.
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We challenge convention with bold, tailored strategies. Progress requires courage, and we bring it to help clients lead confidently in dynamic markets.
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True growth respects people and planet. We integrate environmental, social, and economic sustainability into every solution, ensuring that success today doesn’t compromise tomorrow
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We spark fresh thinking and make it real. Drawing on our network of specialist experts, we help hospitality businesses shine and inspire others.