HVS Southern Europe Expands Team with New Leadership in Asset Management and F&B

Why It Matters

These appointments deepen HVS’s expertise in asset repositioning and F&B innovation, positioning the firm to capture growth in Southern Europe’s recovering hospitality market.

Key Takeaways

• Rúben Paula brings 25+ years hotel asset expertise
• Paula oversaw 50+ hotel portfolio turnarounds
• Giovanni Fiorin adds 25+ years F&B advisory experience
• Fiorin launched Café Trussardi and Dry concepts in Milan
• New hires expand HVS services across Athens, Milan, Madrid

Pulse Analysis

HVS has long been a go‑to advisor for hotel owners and institutional investors, and its Southern Europe division is now sharpening that focus with the addition of Rúben Paula. Paula’s 25‑plus years of experience in multi‑property turnarounds, brand negotiations and Lean Six Sigma‑driven performance improvement give HVS a rare blend of operational depth and investment acumen. As European travel rebounds after the pandemic and investors seek higher yields, sophisticated asset‑management guidance can mean the difference between modest occupancy gains and full‑scale value creation for hotel portfolios.

The food‑and‑beverage side of hospitality is undergoing a parallel renaissance, and Giovanni Fiorin’s appointment signals HVS’s intent to capture it. Fiorin’s career, which began at Disney and later produced flagship concepts like Café Trussardi and the Dry cocktail‑pizza bar, reflects a keen understanding of brand storytelling, local sourcing and experiential dining—elements that modern travelers now expect. By integrating F&B strategy with overall hotel performance, HVS can help owners monetize ancillary revenue streams, a critical lever as room rates face competitive pressure across Italy, Spain and Greece.

Together, the new leadership team expands HVS’s footprint across Athens, Milan and Madrid, allowing the firm to serve a broader client base that includes family offices, sovereign wealth funds and boutique operators. Their combined networks and teaching roles also provide access to emerging talent and best‑practice research, reinforcing HVS’s reputation for data‑driven consulting. In a market where capital is flowing back into hotel renovations and new builds, the firm’s enhanced advisory capacity positions it to capture a larger share of consulting spend and to shape the next wave of hospitality investment in Southern Europe.