Not Theory. Practical Insight for the Modern Hotelier.
The boutique and independent hotel sector is full of talent, creativity and genuine passion for what it does. What it's often short of is the time, expertise and support needed to think clearly about the commercial decisions that determine how well all of that is realised through performance.We hope it's useful.
Redefining Global Visibility for Independent Hotels.
Meet Linda Bekoe—the strategic force empowering independent hotels and luxury lifestyle brands to scale globally.
Linda Bekoe is the Founder and CEO of About Partners, a global hospitality consultancy specializing in commercial strategy, sales activation, and market growth for independent hotels, serviced apartments, and luxury lifestyle brands.
As a strategic advisor dedicated to unlocking commercial performance worldwide, Linda anchors the firm's mission with a distinguished track record:
- 20+ Years of Expertise: Built formative career roots with global hospitality giants Marriott International and IHG.
- The Mission: Empowering boutique hotels and serviced apartments with robust distribution strategies and international market access.
- Industry Leadership: Serves as the current Chair of the Inclusion & Culture Committee for GBTA, with past leadership roles at ITM and ACTE.
- Global Recognition: Named one of the Top 50 Women in Travel by The Business Travel Magazine and recipient of the WINiT GBTA DEI Leadership Award.
MeetJo La Madrid With more than 20 years of hospitality leadership experience, Jo LaMadrid helps hotels and hospitality brands unlock growth through strategic positioning, revenue optimisation, and commercial excellence.
As Vice President of Commercial Strategy, Jo LaMadrid helps independent hotels, hospitality brands, and ownership groups transform distinctive hospitality concepts into commercially successful businesses. With more than two decades of experience across sales, revenue optimisation, partnerships, distribution, and commercial leadership, she provides strategic guidance that enables hospitality assets to achieve sustainable growth, stronger market positioning, and long-term value.
Her expertise lies in connecting positioning, demand generation, pricing strategy, and commercial execution into cohesive frameworks that drive measurable results while preserving each property's unique identity. Having held leadership roles across independent hotels, luxury resorts, lifestyle brands, and hospitality management companies throughout North America and international markets, Jo brings both strategic insight and practical operational experience to every engagement.