YOTEL team
Simon Woodroffe - Founder The YO! Company YO! Sushi & YOTEL
Simon left school in 1967 and entered the rock 'n' roll world. He rose through the ranks of roadie and stage manager to stage designer, and by 1985 his company was designing the stage of Live Aid.
Simon opened his first YO! business in 1997. YO! Sushi in Poland Street introduced Londoners to sushi on moving conveyor belts, with drinks served by robots. People queued to get in. Within two years, YO! Sushi had four restaurants in London, and was heralded as the most exciting new restaurant brand in London.
In 1999 Simon was Ernst and Young's Entrepreneur of the Year, in 2000 he won the Catey ‘Group Restaurateur of the Year Award’ and in 2006 was awarded the OBE for services to hospitality.
Simon continues to build new YO! businesses. He provided the seed capital and much of the design work for YOTEL and is its public figure and biggest fan. He is currently working on YO! Home and YO! Zone the spa.
Simon has been a sought-after business and motivational speaker, as well as an original dragon on BBC's Dragon's Den and political and social author and commentator.
Read more about the world of YO! and Simon
Gerard Greene - CEO
On a mission to revolutionize the hotel industry and save consumers from expensive and boring hotels, Gerard gave up work after five years as a hotel analyst, sold his home and joined forces with Simon in July 2002. Gerard's vision to provide a visually and mentally stimulating experience at an affordable price drives the YOTEL project.
Previously, Gerard worked at an operational level for Hyatt International, Marriott Hotels and Conran Restaurants. "The majority of hotels in the world are either poorly designed, badly managed or ridiculously expensive. Operators such as One Aldwych, Hotel du Vin and Malmaison have led the way in excellence and value for money. YOTEL will continue this mantra but at the more affordable end of the spectrum."
You can find him on his bicycle training for a triathlon, cruising in his classic car or snooping around hotels, checking out the competition.
Joe Sita - President, IFA Hotel Investments
An accomplished CEO with a substantial record of delivering commercial results within the hospitality sector, Joe Sita brings 30 years of leadership, hotel management and development experience to IFA Hotels & Resorts (IFA HR). He drives the strategic direction of a portfolio, including its hotels, condominiums and commercial ventures worldwide. Sita was the founding CEO of Nakheel Hotels and formerly EVP(Development) at Singapore-based Carlson Hotels.
Nigel Buchanan - Operations Director
Nigel joined from Hotel du Vin, one of the UK's leading boutique hotel companies. During his time with the Group he held the positions of General Manager (opening the Brighton hotel) and Product Development Manager. Nigel previously worked with myhotel and The Capital Hotel Group.
Nigel runs marathons for fun (well sometimes it's fun) and lives in Brighton with his young family.
Jo Berrington - Marketing Director
Jo joined the team from London’s most famous icon - ‘The London Eye’ - where she headed up the Marketing and Communications team since its opening. Jo trained originally in printing, photography and design in Leeds and then spent 17 years at British Airways in various sales, account management and marketing roles at BA’s regional airport hubs.
John Graham - Construction Director
John has a background in hotels, joining YOTEL from the Travelodge. During his time with the group John held the position of Director of Construction - directing the construction of 80 new hotels. Prior to that he worked in the restaurant business as head of Design and Construction for Pizza Hut UK Ltd. John has 26 years’ experience in design and construction and has developed considerable expertise in modular construction techniques.
In his spare time John enjoys long walks in the Bedfordshire countryside with his wife Sally and dog Millie. John and Sally have two teenage sons, Tom and Sam.
Gemma Gowers - Finance Director
Gemma joined from Travelzest, an AIM listed travel retailer and tour operator, where she was Director of Finance. Having graduated from the University of Southampton with a Politics and International Relations degree, she spent 3 years in practise, qualifying as an ACA accountant in 2003. During her career Gemma has been instrumental in securing both equity and other debt finance, multiple acquisitions and company reorganisations.
Geoffrey Allan Mills – Managing Director - North America
Geoffrey brings over 29 years of hospitality experience to the role, previously serving as the Managing Director at a number of prestigious New York City hotels including most recently the Paramount Hotel, Embassy Suites, Tudor Hotel, Melrose Hotel, and the historic Algonquin Hotel. During his tenure at each property he was responsible for building successful operating and sales teams while repositioning the properties to significantly increase revenues.
Well known in the New York hospitality industry, Geoffrey is involved with several industry organizations and currently serves as treasurer on the Board of Directors for the Hotel Association of New York City, Chairman of the Food & Beverage Association of America and also serves as Board Trustee for NYHTC & HANYC Hotel Benefits Fund and Pension Funds.
