HVS Southern Europe Bolsters Executive Leadership with Dual Strategic Appointments

ATHENS, 3 April 2026 – HVS Southern Europe, the premier hospitality consulting and valuation firm, has today announced a significant expansion of its regional leadership team. The firm, which maintains strategic hubs in Athens, Milan, and Madrid, has appointed industry veterans Rúben Paula and Giovanni Fiorin to head its Asset Management & Investment and Food and Beverage (F&B) service lines, respectively.

This move signals a decisive push by HVS to deepen its service portfolio, transitioning from traditional valuation and feasibility consulting into a more holistic, performance-driven advisory model that encompasses the entire lifecycle of hospitality assets.

Main Facts: Strengthening the Regional Platform

The appointments of Rúben Paula and Giovanni Fiorin are designed to address the increasingly complex operational requirements of hotel owners and institutional investors in the Mediterranean basin.

Rúben Paula has been named Director of Asset Management & Investment, focusing on the Iberian market. His remit includes overseeing asset repositioning, business transformation, and strategic alignment for hotel portfolios.
Giovanni Fiorin joins as Director of F&B Services, based in Italy. He is tasked with elevating the firm’s capabilities in restaurant and bar concept development, operational optimization, and high-end hospitality F&B management.

Operating under the guidance of Managing Director Demetris Spanos and Senior Director Ezio Poinelli, these new leaders will work cross-border, integrating their specialized expertise into the firm’s existing consulting framework. The expansion reflects a broader strategy to offer a "360-degree" advisory service that mitigates risk while maximizing the Net Operating Income (NOI) of hospitality assets across Southern Europe.

Chronology of Growth: From Athens to the Mediterranean

The evolution of HVS Southern Europe has been marked by a deliberate, phased growth strategy.

1980: Foundation of HVS Global, establishing the firm’s reputation as the world’s leading hospitality consulting organization.
The Early 2020s: HVS solidified its presence in the Mediterranean with established offices in Athens and Milan, serving as the primary bridge between international capital and local operational realities.
2025: The firm achieved a major milestone with the launch of the Madrid office. Supervised by Spanos and Poinelli, this expansion provided the necessary physical footprint to effectively capture the high-growth Iberian market.
3 April 2026: The official announcement of the dual appointments of Paula and Fiorin marks the "second phase" of the firm’s regional expansion—moving beyond mere physical presence to the diversification of its core service lines.

Supporting Data: The Professional Pedigree of the New Directors

The caliber of the new hires underscores the firm’s commitment to "practitioner-led" consulting. Both appointees bring over two decades of international, hands-on experience, moving away from purely theoretical advisory models.

Rúben Paula: A Titan of Asset Repositioning

With over 25 years of experience spanning Europe, the Caribbean, and Africa, Rúben Paula is a specialist in the "turnaround" of hospitality assets. His career includes leadership roles at major institutional platforms such as Hipoges (the KKR fund platform), JJW Hotels & Resorts, and Vila Galé Hotels.

Operational Scale: He has overseen portfolios exceeding 50 hotels.
Technical Expertise: A Lean Six Sigma Black Belt, Paula combines operational efficiency with high-level financial strategy.
Academic Contribution: As a professor of Business Strategy and Hotel Development, he brings an evidence-based approach to his advisory work, bridging the gap between board-level investment decisions and on-the-ground execution.

Giovanni Fiorin: The Architect of F&B Concepts

Giovanni Fiorin represents a new wave of F&B advisory that treats gastronomy as a core driver of hotel valuation.

Background: His career is a blend of corporate rigor (Disney) and entrepreneurial creativity (launching iconic concepts like Dry in Milan).
Strategic Impact: Having worked with the Excelsior Hotel Gallia and the Lungarno Hotels Collection, he understands the delicate balance between luxury service standards and profitable F&B margins.
Educational Pedigree: Currently a faculty member at the European Institute of Design (IED) in Florence, Fiorin is instrumental in shaping the next generation of food entrepreneurs.

Official Responses: Leadership Perspectives

The leadership at HVS Southern Europe has framed these hires as a direct response to the shifting expectations of the market.

HVS Southern Europe Expands Services and Welcomes Giovanni Fiorin & Rúben Paula

"Expanding our team with seasoned professionals such as Rúben and Giovanni marks an important step in strengthening our platform across Southern Europe," stated Demetris Spanos, Managing Director of HVS Southern Europe. "These appointments enhance our ability to deliver specialized advisory services and support our clients with greater depth and expertise across the region. We are not just adding names; we are adding functional pillars to our business model."

Ezio Poinelli, Senior Director at HVS Southern Europe, echoed these sentiments, emphasizing the multidisciplinary nature of modern hospitality. "We continue to invest in building a team that responds to the evolving, complex needs of our clients. F&B is no longer an ancillary service; it is a critical component of asset positioning. By bringing in someone of Giovanni’s caliber, and combining it with Rúben’s deep knowledge of asset management, we are reinforcing our position as a trusted, full-service advisor."

Implications: The Future of Hospitality Consulting

The inclusion of specialized asset management and F&B services into the HVS Southern Europe portfolio has significant implications for the market.

1. The Rise of Operational Advisory

Traditionally, firms like HVS were sought out for valuations, market studies, and feasibility reports—the "pre-opening" phase of a project. By appointing Rúben Paula, HVS is signaling that it intends to be a partner throughout the entire hold period of an asset. This shift addresses the needs of private equity firms and family offices that require ongoing support to ensure that operational performance is aligned with investment objectives.

2. F&B as a Valuation Driver

For years, hotel F&B was often viewed as a "necessary evil" that frequently underperformed. Giovanni Fiorin’s mandate suggests that HVS intends to change that narrative. In high-end and urban markets across Southern Europe, a successful restaurant or bar concept can significantly boost the RevPAR and GOPPAR of a property. By providing expert F&B concept design and management, HVS is effectively helping owners unlock hidden value within their real estate.

3. Regional Integration

The coordination between the Athens, Milan, and Madrid offices ensures that clients receive a consistent level of service regardless of the geography. As tourism in the Mediterranean becomes increasingly integrated, the ability of HVS to offer cross-border expertise—leveraging the experience of managers who have worked in China, the Caribbean, and Africa—gives the firm a competitive edge in attracting international institutional capital.

4. A Hub for Knowledge Transfer

With both new directors maintaining strong ties to academia and professional education, HVS Southern Europe is positioning itself as a "thought leadership hub." This not only assists in talent recruitment but also ensures that the firm remains at the cutting edge of industry trends, such as digital transformation in hotels and the sustainability-driven redesign of restaurant supply chains.

About HVS

HVS is the world’s leading consulting and valuation services organization focused on the leisure and hospitality industry. Since its establishment in 1980, the firm has performed thousands of assignments annually, supporting owners, investors, and operators. With over 50 offices and nearly 300 experienced professionals worldwide, HVS provides an unparalleled range of services including: