About Us
Whether launching a new hotel, repositioning a legacy brand, or refining day-to-day commercial operations, we take a holistic, client-focused approach. We believe exceptional hospitality starts with a clear purpose, complete team alignment, and a deep understanding of the guest journey—turning every touchpoint into an opportunity for meaningful connection and measurable growth.
Dean Amburn
Co Founder and Managing Partner
Osama Hirzalla
Co Founder and Managing Partner
Dean Amburn
With nearly 35 years in the hospitality industry, I’ve had the opportunity to work across a wide range of markets and brands—shaping strategies, guiding teams, and helping hotels unlock their full commercial potential.
I can help your team:
- Define and communicate a clear commercial vision and embed that roadmap across the organization.
- Develop data-driven pricing and cross-discipline positioning strategies that outperform the market.
- Leverage the latest technology to enable better decision making for every segment of the business.
- Transform your commercial organization to support exceptional performance today and growth in the future.
- Prepare for new openings and hotel repositioning with market and consumer insights.
Osama Hirzalla
With nearly 40 years of experience, I am a hospitality strategist with deep, hands-on experience at the intersection of strategy, technology, and human connection. I partner with hotel brands, independent properties, and hospitality teams to elevate performance—strengthening commercial foundations, sharpening digital presence, and unlocking new revenue opportunities.
My work spans the full commercial spectrum:
- Digital marketing & distribution that boosts visibility, drives direct bookings, and optimizes OTA impact.
- Sales deployment & CRM frameworks built for lasting engagement and scalable growth.
- Data-led commercial and business strategies designed to outpace market trends.
- Hotel positioning and brand development that carve out clear, compelling identities.
- Event management that enhances brand perception and deepens loyalty.
- Career development and team training to build confident leaders and high-performing teams.