Helen ter Beek

Helen turns complexity into clear direction. She sees what a hotel needs to perform, builds the plan and works alongside teams until it delivers measurable results

With more than 20 years in hospitality across three continents, she helps owners, investors, developers, management companies and hotel brands position their hotels, open successfully and improve performance. Her expertise spans strategy, asset performance, franchise and brand management, commercial performance, openings and concept development.

At Choice Hotels, as Senior Director Commercial & Operations EMEA, she repositioned the company as a preferred franchise partner, oversaw the Comfort, Quality, Clarion, Ascend and Sleep brands and launched Choice Meetings & Events, Comfort Hub and Clarion Café. At Hilton, she supported owners and management companies across six European markets, achieving a 5% RevPAR rise and a 6.4-point increase in quality scores. Earlier, she led the pre-opening of Hilton Madrid Airport, beat RevPAR plan by 15.8% across Hilton’s hotels in Spain and Portugal and grew group revenue by 26% at the InterContinental Amstel Amsterdam.

At Marma Management, she developed and opened a French bistro and an upscale childcare concept within a real estate portfolio, from licensing and financial planning to hiring the leadership teams. Since founding studio inari in 2025, she has worked with The Social Hub and Meliá Hotels International.

Having worked for both global brands and owners, she understands both sides of the franchise relationship. Fluent in Dutch, English, Spanish and French, and trained at Hotelschool The Hague and Cornell University in hotel real estate and asset management, she connects stakeholders with ease and turns complex situations into clear action plans.