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.

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.

Randy Crohn - Chief Development Officer, 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, CFA – Chief Financial Analysis & Research. 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.

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 – 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.