Yasmijn Baas

Yasmijn is a strategic and creative F&B development partner with a pragmatic approach. She combines strong conceptual thinking with deep operational expertise, bringing clarity to complex challenges and turning ideas into experiences that perform in practice. Equally comfortable shaping a vision or working hands-on, she makes sure every concept is grounded in operational and commercial reality.

With more than 20 years in hospitality, Yasmijn specialises in F&B concept development and brand strategy. Working at the intersection of creativity and operations, she helps owners, developers, management companies and hotel brands create F&B experiences that balance brand ambition with commercial performance. Her holistic understanding of market dynamics, guest journeys and operational frameworks ensures concepts are compelling, executable and scalable.

Over the past decade, Yasmijn has partnered with leading global brands including Hilton, Marriott International, IHG and Accor across EMEA and APAC. Her work spans F&B strategy, programming and concept development through to implementation, helping hotels define their identity through food and drink while staying true to their location, community and ownership vision.