Interview with Mike DeFrino
CEO of Global Boutique Hotel Companies
A veteran of more than 20 years in the hotel and hospitality space, Mike DeFrino helms one of the fastest-growing and most successful boutique hotel companies in the world. Their unique blend of upscale accommodations and artistic flair has earned them a fiercely devout fan base and makes them a popular destination for business and leisure alike. So when a larger brand acquired this boutique chain, the business challenges were numerous and complex.
To facilitate the acquisition process – to help the boutique chain scale-up and grow their international footprint, without losing their uniqueness – DeFrino first turned to one of the “top three” consulting firms. However, with their “army of 23-year-olds and cookie cutter playbook” approach, the firm created friction between the two organizations which ultimately led to strained relationships and little progress on the ground. There was a perception that the firm was getting their orders from the acquiring company alone, which created unnecessary headwinds.
To rectify the situation, and to put the newly-formed entity on to a more positive trajectory, DeFrino turned to Amira elAdawi and Global Perspectives (now AMIRA & CO.).
“Unlike the other consultants, Amira immediately dove into the business from a hands-on operational perspective,” said DeFrino. “She created multiple workstreams, identified internal talent from both my team and the acquiring team who could lead various workgroups, and developed a cadence of updating and advising leadership teams from both organizations. We always felt informed, included and on equal footing. It worked!”
Key to Amira’s success is her ability to serve not only as a strategic advisor on the project, but to also actively serve as an integration leader. It all begins with understanding the business and economic drivers behind the transaction, and helping the executive team translate these drivers into attainable operational plans that benefit both companies. This approach empowers Amira to build a bridge between the two organizations, both at the leadership level and with the teams responsible for the day-to-day operation of the business. When combined with her "in the trenches" work style, this ensures those responsible for driving the business forward understand how to approach challenges from a positive perspective, creatively address challenging issues, and move forward in unity.
One of the most challenging aspects of any post-M&A activity is the need to gain trust across both organizations – acquired and acquirer alike. This can often place the consultant into a difficult situation, where an already trepidatious team could view the consultant as a “spy” embedded within their ranks. Amira innately understands this dynamic and is adamant on positioning herself, and acting as, a neutral, objective party.
“During our engagement, Amira quickly endeared herself to our team. We knew she had our best interest in mind. She played the dual roles of consultant and mediator, helping executives from each business to understand the uniqueness of the other, as well as bring both parties to understand and appreciate the value of the two entities operating as a whole,” said DeFrino.
This approach and expertise are borne of experience. Serving as a consultant, team leader and project lead for various hospitality-related projects around the globe, Amira understands how to both identify and bridge the gaps between individuals and organizations. This is a skill that is critical for any organization undergoing business transformation – from M&A activity to rapid growth – and her “hands on” approach empowers Amira to get to the root cause of issues in a way that other consultants simply cannot match.
“Amira had a true appreciation for the culture of the boutique brand and, often times, played the role of ‘protector’ to ensure that uniqueness was always at the fore. She truly understood the complexities of what we were trying to accomplish and could synthesize and explain what needed to be done in a way that all parties understood.”
Most importantly, the results speak for themselves. Shareholder value increased, and the boutique brand was able to realize the potential of the acquisition by accelerating their growth and expanding their brand internationally… all while retaining the culture, talent and aesthetic that made them distinct and successful. All this was facilitated by Amira’s unique approach, drive and dedication.
“Amira absolutely put her heart and soul into this project, and it made people gravitate to her,” said DeFrino. “She always acted with the best interest of all parties in mind, and that’s powerful. Many consultancies simply act as a ‘go-between’, but she carried a genuine passion for the business and that made our teams work together in an extremely effective way. She has an innate understanding of the way these transactions work and she helped me see where the potholes were going to be, three blocks ahead, and how to actively avoid them. This requires the fine art of understanding when to lean in and push, and when to give us more space, to ultimately forge the best path forward for the business. Amira just ‘gets it’ all. I highly recommend her.”