Team

A company is as good as the team behind it

We are an international team with very different backgrounds, sharing the same love and passion for hospitality. We are all entrepreneurs, having found in White Brand Hotels the perfect balance between individual creativity and the comfort of being in an incredible team with a similar mindset to lean on.

Luis Rubio, Chief Executive Officer

Luis, born and raised in Canada, became Chief Financial Controller of his first hotel in Spain at the age of 24. Since then, his career in finance developed very quickly.

He served for international companies like Telefonica, Bertelsmann or Almirall as International Controller. After that, he became Senior Vice President at Stein Hotels & Resorts, overviewing the performance of 21 hotels throughout Europe.

After 7-years in Stein Hotels & Resorts, he founded the Tundra Group, offering strategic consulting services, like asset management, financial reporting, IT, HR or procurement services for small and medium sized businesses.

In 2017, he developed Tundra Hotels, a Hotel Asset Management company for independent hotels. Due to the immediate positive impacts he brought to one of his clients, Luis was asked to manage the entire operation after a very short period of time.

Whilst he was still advising other hotels and businesses throughout Spain, Luis realized how much value he is able to add as an independent hotel operator. The first milestone was set for what happens to be White Brand Hotels today.

Björn Wild, Chief Operational Officer

Björn Wild, originally from Frankfurt, Germany, is a seasoned General Manager and an expert in the Spanish boutique hotel industry. He won a number of prestigious awards for the properties he managed and has a proven track record for turn-around projects, pre-openings and re-brandings.

His expertise is the operation, whilst his know-how in Sales and Marketing, Revenue Management and Food & Beverage are his tools to success. Björn is an all-rounder and has worked besides individual run hotels for some prestigious chain hotels, like St Regis or One&Only.

After several years in Executive Management positions in some of the most renowned hotels of the world, Björn became General Manager of his first luxury boutique hotel at the age of 30 in Latvia, Riga. Since then, he held various positions as General Manager in boutique hotels in Spain and advised hotels in France and UK.

Björn held the position as Regional General Manager, member of the board with the Stein Group and acted as General Manager at Gran Hotel Son Net for over 9 years. Now he is co-founder of White Brand Hotels.

Chris Judd, Chief Financial Officer

Chris, an US Citizen has an extensive background as Financial Controller with more than 15 years of experience in international firms. He oversaw a number of Boutique hotels throughout Europe and he successfully participated in the sale of two firms to multination companies.

Chris is a strategic thinker with solid reporting abilities. He knows how to implement new procedures and is gifted with an extraordinary financial and controlling knowledge in the boutique hotel industry. Chris joined White Brand Hotels as a founding member.

Gemma Riu, Director of Business Development

Gemma is an Economist and brings in a wealth of experience to White Brand Hotels. She holds a Master degree from ESADE business school and successfully absolved the Management Program by IESE, Barcelona (PDG).

Gemma worked for years as risk analyst for a Catalan Bank before joining an important Family Office in Andorra as investment analyst. Having been a semi-professional swimmer in her younger years, she is today combining her passion for sports and finance being the Manager of Andorra Sports Cluster.

She served for four years as CEO of a holding of 19 companies and successfully managed and branded a boutique Fitness Studio in the past. Also, was Group Purchase Manager for a hotel chain and during a personal project, she was able to conclude an agreement for a Casino development.

Isabel Carrillo, Director of Human Resources

Isabel has an extensive experience of more than 30 years in Human Resources. She was Group Director of Human resources for Husa Hoteles whilst the group had 160 hotels in the portfolio.

Isabel is co-author of two books and a collaborator of the Spanish Confederation of Hotels and Tourist Accommodation (CEHAT). Isabel leads currently the department of training, development and academic services in the prestigious Ostelea School of Tourism Management.

Patricia Enseñat, Director of Guest Experiences

Patricia is a hands-on professional who brings more than 20 years of experience in the hospitality and tourism industry to White Brand Hotels. She is an absolute specialist in the implementation of guest experience departments.

Patricia is obsessed about great customer service and has her trained eye over all departments of our managed hotels. Patricia develops new service standards and procedures tailor made to our clients´ needs.

Victor Torralba, Director of IT

Victor is a Chief Technology Officer with more than 20 years of experience in managing technology projects of all kinds. As project manager he has implemented PMS, POS, VPN and WIFI in a multitude of hotels, mostly during rebranding or pre-opening.

He is an absolute expert in managing technology projects and thanks to the department he leads, White Brand Hotels can presume of having an integral CRM being compatible with any PMS and POS.