Our Expert Partners
We bring different perspectives to the table, but share the same commitment to hospitality done well, spaces that feel considered, and partnerships built on trust.
Alice Tjia
Alice is determined, resilient, and gets things done. She brings calm and structure to complex situations, earns trust quickly, and is equally comfortable in the boardroom as she is on the floor rolling up her sleeves. When things need to change, she makes it happen.
With over 15 years of experience across hospitality and commercial consulting, Alice drives long-term value by designing robust commercial strategies and managing openings or complex change projects to ensure businesses are profitable. She combines strategic leadership with hands-on execution, drawing on Lean Six Sigma and Agile methodologies to streamline operations, empower teams, and embed lasting improvements.
Alice began her hospitality career in Asia, working with IHG in Shanghai and Mandarin Oriental in Hong Kong, before building her MICE expertise across multiple Hilton properties in the Netherlands. Since then she has led the pre-opening commercial build of De Plesman in The Hague, provided interim sales leadership for The Fine Hotels and Suites Collection, and supported commercial transformation at Postillion Hotels and Choice Hotels EMEA. Whether designing a revenue management framework from scratch, rolling out a new sales system across European hotel teams, or leading an international sales mission, she brings the same sharp thinking and steady hand to every project.
Commercial Expert Partner
Linda Vonk
Linda is energetic, warm, and quick to identify what truly matters. She adapts easily to changing circumstances, communicates with clarity, and works from the strengths of people rather than against their limitations. Teams feel understood working with her, and organisations become more resilient because of it.
With over 20 years of experience in HR across international hotel chains and management companies, Linda partners with organisations to design and implement people strategies that support growth and change. She advises leadership on culture building, organisational change, and management development, always with a focus on alignment, scalability, and sustainable performance.
Throughout her career, Linda has served as HR Business Partner Europe for Westbridge Europe and Interstate Hotels and Resorts, covering multiple countries and international brands, and as Human Resources Director International at Choice Hotels EMEA. She supports the full employee lifecycle, from recruitment and team building to the centralisation of HR systems, helping hospitality businesses scale by turning their people potential into long-term results.
People Expert Partner
Marketing Expert PartnerAnja Siderius
Anja is naturally curious, warm, and full of energy. She thrives in dynamic environments, navigates complexity with ease, and brings people along with her through clear thinking, cultural savvy, and genuine enthusiasm for the craft of marketing.
With over 20 years of international experience in hospitality marketing, Anja helps hotels win more bookings by aligning brand, loyalty, and digital marketing into one high-performing data driven strategy that secures their competitive edge. She combines strategic vision with hands-on expertise across SEO, GEO, SEA, CRM, meta search, programmatic display, website content management, social media, B2B partner marketing and loyalty programmes, always connecting the dots between awareness, relevance and conversion.
Throughout her career, Anja has led marketing, digital, and loyalty strategy across EMEA for Choice Hotels, managed multi-market campaigns for IHG across Iberia and the Benelux, and is currently Digital Marketing Manager at Rosewood Amsterdam. She brings a rare blend of creative brand thinking and analytical rigour, making her equally comfortable shaping a brand identity as she is optimising a digital funnel. Fluent in Dutch, English, Spanish, and Italian, she brings genuine international perspective to every brief.
Sales Expert PartnerBabette Put
Babette brings energy, warmth, and a hands-on mentality to everything she does. She is the kind of leader who gets things moving, builds trust quickly, and inspires teams to go further than they thought possible.
With over 20 years of international experience in hospitality sales and business development, Babette combines deep knowledge of global account management with a talent for designing and executing commercial strategies that generate real results. Her experience spans independent consulting, EMEA sales leadership, and hands-on interim management, giving her a practical perspective that works across both large hotel groups and individual properties.
Throughout her career, Babette has led EMEA sales teams at Choice Hotels, managed multi-hotel portfolios at Apollo Hotels and Resorts, and delivered interim commercial management for The Social Hub. She drives revenue growth by building a strong sales foundation with actionable strategies, optimised GDS channels, and strong partnerships. She excels at translating commercial ambition into clear plans, whether that means building a GDS growth strategy across 21 locations, contracting new corporate business, or coaching a sales team to perform at its best.