Portfolio Strategy
We help investors define portfolio objectives, balance markets and segments, benchmark opportunities, and design hotel investment architecture aligned with broader capital strategy and cycle-aware performance goals.
Latitude Asset Management helps hotel owners, developers, lenders, and investors define disciplined acquisition and investment criteria before capital is committed. With hospitality, real estate, and finance expertise across the Americas, our team evaluates markets, brands, operators, capital structure, and asset-level execution so every opportunity is screened for fit, risk-adjusted return, and long-term value creation.
Disciplined hospitality investment services spanning acquisition strategy, capital alignment, underwriting, oversight, and value creation across hotel assets.
We help investors define portfolio objectives, balance markets and segments, benchmark opportunities, and design hotel investment architecture aligned with broader capital strategy and cycle-aware performance goals.
Disciplined underwriting, scenario analysis, capital structure evaluation, and hospitality research support acquisition decisions, liquidity planning, and long-term return improvement across hotel investments.
Capital structuring and partner alignment help investors uncover strategic opportunities, navigate complex environments, and support growth with informed judgment and relationship-driven execution.
We turn hospitality opportunities into investable assets through development strategy, deal structuring, cross-border growth insight, and disciplined evaluation across the hotel lifecycle.
Owner-focused asset oversight protects value after acquisition through performance monitoring, operator accountability, capital planning, and alignment with investment objectives.
We support underperforming, lender-controlled, and REO hotel assets with stabilization plans, recovery strategies, performance improvement guidance, and disposition support when ownership defaults occur.
We begin by clarifying ownership objectives, target geographies, capital strategy, risk tolerance, return expectations, and preferred hotel segments. This creates a practical investment framework before time and resources are spent reviewing specific acquisition opportunities.
Latitude Asset Management brings disciplined hospitality expertise to every investment decision.
We evaluate hotel deals like owners, balancing opportunity, downside protection, and capital stewardship.
Operational, commercial, real estate, and finance expertise connects acquisition strategy with property-level execution.
Regional leaders across the Americas bring local market knowledge with international investment standards.
Long-standing relationships with brands, operators, owners, and lenders strengthen diligence and execution.
Hospitality, finance, and operations leaders aligned with investors.
CEO and Head of Asset Management
Haizar Baiz is the CEO and Head of Asset Management at Latitude Asset Management, bringing over 18 years of industry experience across hotel operations, real estate, and finance. His career spans representing major brands, operating large-scale hotels, and advocating for investors across the Americas, giving him a rare 360° view of the hotel business. Known for turning around underperforming assets and growing market share, Haizar combines strategic insight with hands-on execution to drive measurable value creation. A Cornell-certified hotel investment and asset management professional, he leverages his multicultural background and fluency in English, Spanish, Portuguese, and French to build authentic trust with investors and partners across borders, ensuring every engagement is grounded in regional understanding and institutional discipline.
Chief Brand Strategy Officer
Reid Morrison serves as Chief Brand Strategy Officer at Latitude Asset Management, contributing over three decades of leadership across hospitality, real estate, and technology. Throughout his distinguished career, he has led commercial strategy, optimized sales and revenue performance, and driven transformational growth for full-service properties and multi-brand portfolios across major markets. Reid is recognized for blending deep operational insight with forward-thinking strategy, focusing on long-term value creation through disciplined execution and data-driven decision making. His experience managing global teams and leveraging emerging technologies equips him to identify high-impact opportunities, streamline hotel performance, and deliver clear, strategic guidance to owners and investors navigating complex hospitality markets.
Chief Business Development Officer
Anthony Del Gaudio is the Chief Business Development Officer at Latitude Asset Management, with over 35 years of experience working alongside hotel owners, investment groups, asset managers, and operators across the hospitality industry. He is highly regarded for his expertise in asset repositioning, startup operations, deal structuring, comprehensive asset evaluation, and performance optimization. Anthony's distinguished career includes 14 years with Hyatt Hotels, 19 years with Loews Hotels, and three years with InterContinental Hotel Group, spanning wholly owned, managed, and franchise operations. His deep experience supporting portfolios from single assets to large multi-property holdings makes him an invaluable resource for investors and owners seeking disciplined, results-driven asset management solutions.
Senior Strategic Partner (Mexico)
Germán Ongay is a Senior Strategic Partner for Mexico at Latitude Asset Management, bringing more than four decades of leadership experience in Mexico's hotel industry. Having served as CEO of Óptima Hoteles de México and Regional Vice President of Sales and Franchise Development for IHG Hotels & Resorts in Mexico, he is widely recognized for his expertise in franchise growth, brand expansion, and strategic market positioning. Throughout his career, Germán has led complex negotiations and development initiatives with major international brands, supporting hotel openings across key national markets. At Latitude, he drives regional brand strategy, franchise negotiations, and market expansion initiatives, leveraging deep industry relationships with owners, developers, and global brands to deliver well-structured growth strategies.
Partner and Operations Lead (Colombian Hub)
Olmedo Herrera is a Partner and Operations Lead for Latitude Asset Management's Colombian Hub, bringing decades of experience leading large, full-service hotels across Latin America. As a seasoned General Manager and senior operator throughout the region, he is widely respected for his operational leadership and strong relationships with owners, operators, brands, and local stakeholders. Olmedo has successfully guided hotel openings, renovations, and rebranding initiatives from early planning through stabilized operations. At Latitude, he serves as the firm's on-the-ground operations expert for Latin America, overseeing hotel operations, openings, and transitions. His deep regional knowledge and hands-on market insight enable disciplined execution that drives performance and delivers long-term value for investors and owners.
Vice President, Business Development (Caribbean)
Simon Lagardera serves as Vice President of Business Development for the Caribbean at Latitude Asset Management, bringing a powerful blend of hospitality expertise and entrepreneurial leadership. A graduate in Hotel Administration from Venezuela, Simon began his career in hotel operations before becoming a serial entrepreneur, founding and leading businesses across multiple industries throughout the Caribbean. This dual background enables him to understand both operational realities and the strategic priorities of investors and owners. At Latitude, he leads growth and business development initiatives across the Caribbean, leveraging his regional network and business acumen to identify opportunities and build trusted partnerships. He works closely with owners and investors to connect local opportunities with international standards and drive sustainable, long-term value creation.
Real Estate Investment Advisor
Randy Crohn is a Real Estate Investment Advisor at Latitude Asset Management, offering broad international experience in real estate, strategic partnerships, and cross-border growth. His career includes deal structuring, technology-enabled ventures, and senior leadership roles within global organizations, providing a well-rounded perspective on value creation and market expansion. Randy is recognized for navigating complex environments with clarity and precision, skillfully aligning stakeholders and uncovering high-impact strategic opportunities. His extensive experience working across multiple countries and cultures strengthens his capacity to support investors with informed judgment, strong relationships, and a disciplined, long-term approach to performance. Randy's cross-border insight adds significant depth to Latitude's investment advisory capabilities across the Americas.
Financial Analysis & Research Advisor (CFA)
Javier Revelo is the Financial Analysis and Research Advisor at Latitude Asset Management, bringing deep financial expertise and analytical rigor developed across institutional investment management, corporate treasury, and hospitality analytics in global markets. A CFA charterholder, Javier began his career in portfolio risk and portfolio management before moving into senior roles focused on revenue strategy, forecasting, and performance analytics within hospitality and transportation platforms. This unique combination of institutional finance discipline and commercial operating insight allows him to bridge investment strategy with real-world hotel performance. At Latitude, he leads financial analysis and research across acquisitions, portfolio strategy, and performance initiatives, supporting investors with disciplined underwriting, scenario analysis, and capital structure evaluation.
Hotel acquisition criteria are the standards used to decide whether a property is worth pursuing. They typically include market fundamentals, brand position, operator quality, physical condition, capital needs, debt capacity, projected returns, and exit strategy. Latitude Asset Management helps investors define these criteria before underwriting so opportunities can be compared consistently and screened against ownership objectives.
Connect with our team for clear, owner-aligned guidance.
Hospitality investment training from Cornell expertise.
Institutional finance rigor for investment analysis.
Owner-aligned stewardship across hotel investment lifecycles.
Share your acquisition goals, target markets, or asset challenge, and our team will respond with a focused next step for evaluating fit, risk, and value creation potential.
You can also send us a quick email at contact@latitude-am.com.
You can also send us a quick email at contact@latitude-am.com.