Lena Glavinovitch’s unique approach to hospitality real estate focuses on solving complex challenges, repositioning distressed assets, and fostering long-term growth through strategic advisory.
In the fast-moving world of hospitality real estate, success isn’t just about making deals, it’s about making the right deals. For Lena Glavinovitch, the Founder and Senior Director of Vesta Global Advisory, the key to success lies in navigating complexity, leveraging global expertise, and taking a strategic, long-term approach to real estate and hospitality investments.
Her work is transforming the way distressed and misaligned assets are repositioned, breathing new life into high-risk opportunities and providing clients with a blueprint for sustained growth in a rapidly changing industry. Whether it’s negotiating complex agreements, guiding international expansion, or integrating wellness-driven strategies, Lena’s advisory services focus on solving today’s most pressing challenges while anticipating the needs of the future.
A Career Built on Solving Complex Challenges
Lena Glavinovitch’s career trajectory is a testament to her ability to thrive in environments that demand quick thinking, strategic vision, and operational fluency. With over a decade of leadership experience in hospitality real estate, Lena’s expertise spans institutional negotiations, real estate finance, and operational management. As Senior Director of Real Estate at Sonder, she helped scale the company’s global portfolio while managing some of the most complex transactions in hospitality, all while navigating periods of financial stress and organizational restructuring.
Today, through Vesta Global Advisory, Lena uses her unparalleled experience to advise hotel owners, developers, institutional investors, and operating platforms on how to navigate complex hospitality markets. Vesta provides a range of services that focus on portfolio strategy, asset repositioning, operator selection, and market entry, with an emphasis on turning around underperforming or distressed assets.
“The hospitality real estate industry often requires strategic interventions where conventional approaches fail,” Lena explained. “It’s about recognizing the unique challenges a property faces and designing a solution that works within its specific context. I thrive in situations that require out-of-the-box thinking.”
Mastering the Art of Asset Repositioning
One of Lena’s core areas of expertise is the repositioning of distressed or underperforming hospitality assets. The ability to breathe new life into these assets without destroying value is one of the most complex and delicate challenges in the industry. Lena’s success in this area is driven by her deep understanding of the factors that influence both the real estate and operational sides of the business.
“When assets underperform, the typical response is to either cut costs or make short-term fixes. But this can lead to a loss of value in the long run,” Lena said. “Instead, my approach is to look at the operational structure, the brand alignment, and the market positioning to create a comprehensive strategy that revitalizes the asset while preserving its value.”
Lena’s ability to reposition these assets often involves renegotiating leases, restructuring management contracts, and rebranding properties to align with evolving market demands. Her work allows clients to unlock the true potential of their assets, helping them thrive even in challenging environments.
Driving Global Strategy Through Cross-Border Expertise
Lena’s experience in international hospitality real estate is another key differentiator. Born in Paris and having worked in major cities like London, Monaco, and Miami, Lena brings a global perspective to her advisory services that few others in the industry possess. She has a rare ability to navigate cross-border real estate transactions, ensuring that the legal, financial, and operational complexities of each market are fully understood and addressed.
“Every market is unique, whether it’s the regulatory environment, cultural considerations, or financial structures,” Lena shared. “Being able to adapt and structure deals that align with local conditions while also supporting global growth is crucial to driving long-term success.”
Lena’s international experience allows her to bridge the gap between markets, providing clients with the tools and insights they need to enter new regions, expand their portfolios, and overcome any challenges that might arise.
Wellness: The Next Frontier in Hospitality Real Estate
As the hospitality sector evolves, wellness-driven tourism is quickly becoming one of the most important trends. Lena has been at the forefront of this shift, advising on the development of wellness-focused resorts and hospitality experiences that go beyond traditional amenities.
“The future of hospitality lies in creating meaningful experiences that align with the broader needs of the guest,” Lena said. “Wellness is not just a trend, it’s a movement that reshapes how we think about hospitality and real estate. It’s about building spaces that offer guests a truly transformative experience, focusing on their physical, mental, and emotional well-being.”
Lena’s work with BodyHoliday, a globally recognized luxury wellness brand, is a prime example of how she is leading the way in wellness-driven hospitality. She advises on market entry, site selection, and the integration of wellness programming into real estate development, ensuring that every property is designed with the guest experience at its core.
A Focus on High-Stakes Transactions and Confidentiality
In high-stakes hospitality real estate deals, speed, discretion, and confidentiality are often as critical as strategy. Lena’s reputation for managing sensitive and complex negotiations has made her the go-to advisor for clients who need someone to handle delicate situations with professionalism and tact.
“In hospitality real estate, timing is crucial. When deals are high-stakes, confidentiality is paramount,” Lena explained. “My clients trust me to navigate these situations without publicity, focusing on protecting their interests while executing the deal with speed and precision.”
Lena’s ability to manage high-risk, high-reward transactions with the utmost discretion has earned her the trust of global brands, institutional investors, and developers alike. Whether it’s overseeing complex lease renegotiations or advising on asset acquisitions, Lena’s approach ensures that each transaction is executed with the utmost care and expertise.
Innovating Hospitality Real Estate for the Future
Lena’s work is reshaping the future of hospitality real estate by focusing on what’s next, not just what’s now. Her ability to reposition distressed assets, navigate international markets, and integrate wellness into real estate development gives her a unique vantage point in the evolving hospitality sector.
“The real estate industry is always changing, and what worked yesterday may not work tomorrow,” Lena said. “The key to long-term success in hospitality real estate is adaptability, vision, and the ability to make bold decisions that create value in the future.”
Through her leadership at Vesta Global Advisory, Lena continues to innovate, tackle new challenges, and guide clients toward sustainable growth in an increasingly competitive and dynamic market.
Learn More About Lena Glavinovitch and Vesta Global Advisory
Lena Glavinovitch’s strategic approach to hospitality real estate is making waves in the industry. With a deep understanding of the market, operational insight, and a global perspective, she’s redefining how distressed assets are repositioned and how hospitality real estate can evolve for the future.
To discover more about Lena’s work with Vesta Global Advisory, visit Vesta Global Advisory on LinkedIn or follow Lena on Instagram.
