Strategic Hospitality Consulting in New York

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.

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.

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.

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.

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.

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.

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.

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.