Lena Glavinovitch is revolutionizing hospitality real estate by combining innovative strategies, operational expertise, and a global perspective to reposition assets for long-term success.
In an industry where disruption is the norm, Lena Glavinovitch is leading a new wave of transformation in hospitality real estate. As the Founder and Senior Director of Vesta Global Advisory, Lena’s approach is anything but conventional. Combining a rich understanding of global markets with operational insight and strategic vision, Lena has crafted a unique path in the world of hospitality, positioning herself as one of the most sought-after advisors for complex real estate challenges.
From repositioning distressed assets to advising on the intersection of hospitality and wellness, Lena’s work goes beyond mere transactions, she’s shaping the future of how hospitality real estate is approached, viewed, and executed.
The Intersection of Strategy, Real Estate, and Operations
What truly sets Lena Glavinovitch apart is her ability to seamlessly combine three disciplines that are typically siloed: real estate negotiation, operational excellence, and cross-border legal/financial structuring. Over the course of her career, she’s not only negotiated high-stakes deals but also lived the operational reality of hospitality real estate, understanding how these assets must function to succeed.
“My career has been defined by the ability to bridge these different worlds, real estate, operations, and strategy,” Lena shared. “I’ve worked inside the systems, advised ownership groups, and structured transactions from every angle. It gives me the ability to anticipate potential failure points and design solutions that work in practice, not just theory.”
Having held senior leadership roles at companies like Sonder, where she was instrumental in expanding the company’s portfolio across the globe, Lena learned early on the intricacies of executing complex agreements while ensuring operational efficiency. Her approach is to deliver practical, actionable solutions rather than theoretical concepts, an approach that has earned her a reputation as a trusted advisor in the hospitality industry.
Repositioning Distressed Assets for Future Growth
One of the core focuses of Lena’s work is repositioning distressed hospitality assets. In a market where many properties face operational inefficiencies or strategic misalignment, Lena has become a leading expert in breathing new life into underperforming properties. Her expertise lies in the ability to identify both the immediate challenges and long-term opportunities for these assets.
“Distressed assets present significant challenges, but they also represent some of the best opportunities for transformation,” Lena said. “My work is about recognizing how to turn operational or brand misalignments into sustainable, long-term value. It’s about repositioning with purpose.”
Lena’s strategic approach involves renegotiating leases, revamping operational structures, and ensuring that the brand aligns with evolving market demands. By taking a hands-on, detailed approach to each asset, Lena has been able to reposition properties in ways that restore value, attract new customers, and drive long-term growth.
Global Expertise in Cross-Border Transactions
In an increasingly interconnected world, the ability to navigate global markets is critical, and Lena’s extensive international experience gives her a significant edge in hospitality real estate. Having lived and worked in cities like Paris, London, Montreal and Miami, Lena’s fluency in navigating various legal, financial, and regulatory landscapes has made her an invaluable advisor for cross-border hospitality transactions.
“Every market has its own set of regulations and dynamics,” Lena explained. “When you’re working on international deals, the complexity increases exponentially. The key is to understand the cultural, legal, and financial nuances and adapt the strategy accordingly. I bring a global perspective to every transaction.”
This global viewpoint has allowed Lena to help clients enter new markets, expand their portfolios, and restructure international assets with an eye toward long-term profitability. Her ability to negotiate complex, cross-border agreements while keeping the global market in focus is one of the defining features of her advisory style.
Wellness as a Core Component of Hospitality
As the wellness tourism sector continues to grow, Lena has recognized the integral role that wellness-driven hospitality plays in the future of real estate development. With her strategic guidance, wellness has become a key focus in many of her projects, ensuring that properties not only meet market demand but also provide transformative, experience-driven offerings for guests.
“I see wellness as more than just a trend, it’s becoming the cornerstone of modern hospitality,” Lena said. “Travelers today are looking for experiences that connect to their physical, emotional, and mental well-being. Integrating wellness into the fabric of hospitality real estate is not just about adding spa services; it’s about creating holistic, sustainable environments that offer long-term value.”
Lena’s advisory role with BodyHoliday, a luxury wellness brand, exemplifies her commitment to integrating wellness into hospitality real estate. Through her work in market entry strategies, resort repositioning, and site selection, Lena helps developers and operators create wellness-driven destinations that not only appeal to today’s wellness-conscious traveler but also ensure that these properties have staying power in the market.
High-Stakes, High-Reward Transactions
In the world of hospitality real estate, some of the most valuable transactions occur when risks are highest. Lena has built her reputation on being the go-to advisor for high-stakes deals, where speed, discretion, and precise execution are critical.
“I specialize in the deals that others might shy away from,” Lena shared. “Whether it’s distressed assets, misaligned portfolios, or complex cross-border negotiations, my role is to help my clients navigate these high-risk scenarios and turn them into successful, long-term opportunities.”
Lena’s ability to manage sensitive transactions with confidentiality and precision has earned her the trust of institutional investors, developers, and major hospitality brands alike. Her focus on protecting her clients’ interests while driving results is a hallmark of her work.
The Future of Hospitality Real Estate
Looking ahead, Lena is focused on continuing to reshape the hospitality real estate sector, bringing innovative solutions to the table that meet the demands of an ever-changing market. Whether it’s repositioning underperforming assets, expanding into new international markets, or integrating wellness into hospitality experiences, Lena’s approach remains centered on creating long-term value for her clients.
“The future of hospitality real estate is about adaptability, purpose-driven growth, and staying ahead of the curve,” Lena said. “In a market where trends come and go, the key to success is designing properties and experiences that resonate on a deeper level with consumers.”
Her strategic focus on long-term value, operational excellence, and cross-border expertise has already had a profound impact on the industry, and it’s clear that Lena Glavinovitch is leading the charge in redefining the future of hospitality real estate.
Discover More About Lena Glavinovitch and Vesta Global Advisory
To learn more about Lena Glavinovitch’s work and the strategic services offered by Vesta Global Advisory, visit Vesta Global Advisory on LinkedIn or follow Lena on Instagram.