From the bustling streets of Argentina to the cosmopolitan landscapes of the UAE, our featured guest’s journey is a testament to the transformative power of passion, perseverance, and an unwavering dedication to excellence. With nearly 25 years of experience spanning ten countries and four continents, this story is one of continuous growth, cultural exploration, and groundbreaking achievements in the hospitality industry.
In this inspiring narrative, we delve into the remarkable career trajectory that began in Spain’s vibrant bar and beverage scene and blossomed into leadership roles in some of the world’s most iconic destinations, including Sydney, Tokyo, and Bali. Learn how the transition to the UAE catalyzed a new chapter as an F&B Director and ultimately paved the way for leadership roles that combined strategic innovation with a people-first philosophy.
Discover how this visionary leader, now at the helm of groundbreaking projects like Ilios Beach Club and Nalu Restaurant in Abu Dhabi, is redefining hospitality through a perfect blend of culinary artistry, cultural refinement, and world-class guest experiences. The article also explores the ambitious plans for global expansion and the core values that have driven this individual’s success—building strong work cultures, delivering unparalleled service, and crafting memorable guest experiences.
Join us as we unpack a story filled with lessons for aspiring entrepreneurs, industry veterans, and anyone passionate about the art of hospitality. This is more than a career journey; it’s a masterclass in creating value through vision, innovation, and the power of human connection.
A Global Career Rooted in Passion
Could you briefly tell us about your background and how it led you to start your career?
Originally from Argentina, I left my home country nearly 25 years ago and have since lived in 10 countries across four continents, visiting almost 50 nations along the way. My career began in Spain within the bar and beverage departments, which paved the way for opportunities in vibrant destinations such as Sydney, Delhi, Phuket, Bali, Tokyo, and Manila, among others. Upon relocating to the UAE, I transitioned into the role of F&B Director. It was during this phase that I discovered my true passion for leadership, people, and fostering a strong work culture, irrespective of the current and specific organizational structure.
My first significant leadership position was as Assistant General Manager (AGM) at one of Dubai’s most prominent hospitality venues. Thanks to my contributions to team organization, revenue maximization, cost optimization, and innovative brand initiatives that enhanced awareness and generated additional revenue, I was promoted to General Manager of the same establishment within a year.
After two enriching years in that role, I was invited to join one of the UAE’s fastest-growing hospitality companies. This opportunity led me to oversee the highly anticipated openings in Abu Dhabi, including Ilios Beach Club and Nalu Restaurant at Surf Abu Dhabi, as an Operational Manager. These projects marked yet another milestone in my ongoing journey within the dynamic hospitality industry.
Building Unique Hospitality Concepts
What does your business focus on, and how is it positioned in the market?
Under the umbrella of Admo Lifestyle (Instagram), an investment management company specializing in hospitality and other sectors, we are rapidly expanding globally. Admo Lifestyle is renowned for managing well-established, prominent brands while simultaneously creating and developing innovative concepts.
As part of this vision, we have successfully launched two new hospitality concepts: Ilios Beach Club and Nalu Restaurant. These concepts were designed not only to complement the exceptional facilities at Surf Abu Dhabi but also as a foundation for international expansion in the coming years.
While Ilios and Nalu offer distinct culinary experiences with unique food and beverage offerings, they share a unified brand ethos. Both brands represent a refined yet casual elegance, supported by a strong sequence of service, elevated product quality, and a commitment to excellence in both food and beverage offerings.
Expanding Horizons: Plans for Growth
What are your plans for growth or expansion in the near future?
The initial focus is to establish these two exceptional brands and concepts as a benchmark for success in the capital, Dubai, and across the UAE. Our goal is to deliver a truly unique journey for our guests, combining a meticulously tailored sequence of service, meaningful guest interactions, high-quality food and beverage offerings, and a lifestyle experience enriched by world-class entertainment. This includes a dynamic mix of local and international performers, all set against the awe-inspiring backdrop of the world’s largest man-made artificial wave.
Looking ahead to the end of 2025, the second phase of our vision is to expand these remarkable brands globally. We have already received several location proposals, setting the stage for the international growth of these distinctive concepts.
Navigating Challenges and Goals
How has this year impacted your business, and what are your goals moving forward?
We recently launched two venues just two months ago, and our efforts are currently focused on building strong brand identities, establishing market presence, increasing brand awareness, and enhancing social media positioning. These elements are essential to attract the target demographic we aim for. We are fortunate to operate in a unique location, complemented by venues that showcase exceptional architecture, refined design, high-quality furnishings, and, as previously noted, outstanding food and beverage offerings.
The Abu Dhabi market is evolving at a fast pace, which is reflected in the hospitality industry. However, creating a strong and consistent brand presence across the city remains a challenging endeavor. Despite this, we have made remarkable progress, and this year marks an excellent start to our journey. Our immediate objective is to establish a robust local presence, with a clear vision of expanding internationally. With distinctive and valuable brand elements, we are already receiving proposals from various entities for future opportunities.
In my philosophy and approach to hospitality, I firmly believe that people and work culture are essential in developing a successful brand. It goes beyond offering exceptional food and beverage options, a beautifully designed venue, or even a team well-trained in the menu and allergen details. As I often emphasize to the team, we are creating and delivering a complete journey and experience, where the team plays a fundamental role.
From the very beginning, our priority has been to foster a strong work culture that seamlessly translates into an exceptional guest experience. This approach drives positive word-of-mouth recommendations, enhances our reputation, and ensures our brands become synonymous with excellence.
Insights for Aspiring Entrepreneurs
What advice would you give to startups or entrepreneurs in your industry?
The hospitality industry is undoubtedly an ever-evolving sector, driven increasingly by the impact and reach of modern media. In the UAE—particularly in Dubai and, more recently, in Abu Dhabi—this industry has been developing and expanding at an impressive pace, with the introduction of both renowned international brands and innovative local ventures.
Hospitality remains a highly promising sector for investment. My general advice, though perhaps self-evident, is worth emphasizing: the most important factor is creating a compelling concept. By this, I mean a concept that captures the attention and interest of your target audience. This could stem from various elements, such as an exceptional food and beverage offering, a distinctive venue, unique entertainment options, strategic brand collaborations, an attractive location, or a combination of these factors.
In today’s competitive market, differentiating yourself is more challenging than ever. It is increasingly difficult to offer something entirely unique when many businesses already excel at delivering coffee, noodles, pizza, sushi, or tiraditos—often with good quality, reasonable pricing, and favorable locations.
Therefore, before embarking on a hospitality venture, it is crucial to ensure that you integrate several of these key factors into your concept.
Equally important, and perhaps of similar significance to the concept itself, is how you present and communicate your brand. A robust marketing and social media strategy is indispensable for effectively positioning your business in the market and ensuring its long-term success.
Defining Hospitality: A Personal Perspective
Any other thoughts that you would like to share with our viewers?
To me, hospitality represents a comprehensive and integrated journey—a curated experience that we offer to people. It is an escape from reality, a moment of tranquility, an occasion for celebration and euphoria, a meaningful conversation, a dance, an unforgettable bite, a well-considered recommendation, or a meticulously crafted cocktail tailored to individual preferences. It is also about creating connections that can last a lifetime—I personally remain in contact with guests I met 20 years ago. These memorable moments, however, are primarily delivered by your team.
I am a firm believer in the power of people and the significance of a strong work culture. I am convinced that a substantial portion of the guest experience is shaped by the individuals who represent your brand. Therefore, if you are an owner, a manager, a CEO, or anyone with decision-making authority, invest in your team. Train them, educate them, reward them, provide them with excellent facilities, mentor them, and prepare them for the next step in their careers—whether it is with your organization or elsewhere. In return, they will deliver exceptional experiences to your guests, elevate your brand, and drive your business toward sustained success.
Closing Thoughts: A Vision for the Future
As we conclude this remarkable journey, it becomes clear that our featured leader’s story is not just about personal achievements but about the enduring impact of vision, innovation, and human connection in the hospitality industry. From humble beginnings in Argentina to shaping exceptional guest experiences in Abu Dhabi and beyond, this path exemplifies how dedication, adaptability, and a passion for excellence can transform challenges into milestones.
Looking ahead, the ambitious plans for global expansion and the commitment to creating distinctive hospitality experiences promise to set new benchmarks in the industry. More than just venues, Ilios Beach Club and Nalu Restaurant stand as symbols of a refined yet approachable ethos—built on the foundation of a strong work culture and an unwavering focus on guest satisfaction.
For aspiring entrepreneurs and seasoned professionals alike, this journey serves as a powerful reminder: investing in people and fostering innovation are the true cornerstones of success. As the global stage awaits the next chapter of this inspiring story, the future of hospitality looks brighter and more dynamic than ever.
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