Managing Partners

  • Haizar Baiz - Head of Hotel Asset Management. Certified Hotel Real Estate Investment and Asset Manager by Cornell University

    Haizar Baiz - CEO and Head of Asset Management, offers a rare 360° view of the hotel business — with over 18 years in the industry, representing major brands, operating big-box hotels, and now advocating for investors across the Americas. This blend gives him a unique ability to understand each side of the deal to drive strong, market-leading results. Known for turning around performance and growing market share, he combines expertise in hotel operations, real estate, and finance with a clear focus on value creation. His multicultural background and fluency in English, Spanish, Portuguese, and French help him build real trust with investors across countries, connecting with who they are and what matters most to them. A Cornell-certified hotel investment and asset management professional, he brings strategic insight and regional understanding to every engagement.

  • Man with curly hair, glasses, and a beard, wearing a dark green sweater, sitting indoors with a plant and wall in the background.

    Reid Morrison - Chief Brand Strategy Officer, brings over three decades of leadership across hospitality, real estate, and technology, with a career spanning major markets and large-scale hotel operations. He has led commercial strategy, optimized sales and revenue performance, and driven transformational growth for full-service properties and multi-brand portfolios. Known for his ability to blend operational insight with forward-thinking strategy, Reid focuses on creating long-term value through disciplined execution and data-driven decision making. His experience working with global teams and emerging technologies allows him to identify opportunities, streamline performance, and support investors with clear, strategic guidance.

  • Anthony Del Gaudio - Chief Business Development Officer at Latitude Asset Management

    Anthony Del Gaudio - Chief Business Development Officer has over 35 years of experience working with hotel owners, investment groups, asset managers, and hotel 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. Throughout his distinguished career, Anthony has held senior leadership roles with some of the industry’s most respected brands, including 14 years with Hyatt Hotels, 19 years with Loews Hotels, and three years with the InterContinental Hotel Group. His experience spans working with wholly owned assets, managed assets, and franchise operations, supporting owners with portfolios ranging from single assets to large multi-property holdings.

Regional Partners and Operations Leadership

  • German Ongay is our senior partner for Latitude Asset Management in Mexico

    Germán Ongay – Senior Strategic Partner (Mexico) is a highly regarded hospitality executive with more than four decades of leadership experience in Mexico’s hotel industry. Having served in senior executive roles including 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 negotiations and development initiatives with major international brands, supporting the opening and expansion of multiple hotel concepts across key markets nationwide. His deep understanding of the Mexican hospitality landscape and long-standing relationships with owners, developers, and global brands enable thoughtful, well-structured growth strategies. At Latitude Asset Management, Germán’s regional leadership enables brand strategy, franchise negotiations, and market expansion initiatives.

  • Olmedo Herrera - Partner and Operations Lead (Colombian Hub) is a seasoned hotel operator with decades of experience leading large, full-service hotels across Latin America. Having served as General Manager and senior operator throughout the region, he is widely respected for his operational leadership and long-standing relationships with owners, operators, brands, and key local stakeholders. Throughout his career, Olmedo has led hotel openings, renovations, and rebranding initiatives, working closely with ownership and brand teams from early planning through stabilized operations. His deep regional knowledge and hands-on understanding of local market dynamics enable disciplined, on-the-ground execution. At Latitude Asset Management, Olmedo serves as the firm’s operations lead and local expert for hotel projects in Latin America, overseeing hotel operations, openings, and transitions to drive performance and long-term value.

  • Simon Lagardera - VP of Growth and Hotel Business Development

    Simon Lagardera – Vice President, Business Development (Caribbean) offers a blend of hospitality expertise and entrepreneurial leadership to Latitude Asset Management. A graduate in Hotel Administration from Venezuela, he began his career in hotel operations before evolving into a serial entrepreneur, founding and leading businesses across multiple industries throughout the Caribbean. This dual background allows him to understand both the operational realities of hospitality and the strategic priorities of investors and owners. At Latitude, Simon leads growth and business development initiatives across the Caribbean, leveraging his regional knowledge, network, and business acumen to identify opportunities and build trusted partnerships. Supported by Latitude’s institutional infrastructure and investment platform, he works closely with owners and investors to connect local opportunities with international standards, helping drive sustainable growth and long-term value creation.

Senior Advisors

  • Randy Crohn Real Estate Investment Advisory

    Randy Crohn - Real Estate Investment Advisor, provides broad international experience in real estate, strategic partnerships, and cross-border growth. With a background that includes deal structuring, technology-enabled ventures, and senior leadership roles in global organizations, he offers a well-rounded perspective on value creation and market expansion. Randy is known for navigating complex environments with clarity and precision, helping align stakeholders and uncover strategic opportunities. His experience working across multiple countries and cultures strengthens his ability to support investors with informed judgment, strong relationships, and a disciplined approach to long-term performance.

  • Javier Revelo, VP Hotel Financial Analysis and Research

    Javier Revelo, CFA – Financial Analysis & Research Advisor. Javier adds deep financial expertise and analytical rigor to Latitude Asset Management, with a career spanning institutional investment management, corporate treasury, and hospitality analytics across global markets. A CFA charterholder, he began his career in portfolio risk and portfolio management, supporting large institutional portfolios before moving into senior roles focused on revenue strategy, forecasting, and performance analytics within hospitality and transportation platforms. This combination of institutional finance discipline and commercial operating insight allows Javier to bridge investment strategy with real-world hotel performance. At Latitude, he leads financial analysis and research efforts across acquisitions, portfolio strategy, and performance initiatives, supporting investors with disciplined underwriting, scenario analysis, and capital structure evaluation.