Our People
The People Behind Locanda International
Meet the people who bring together hospitality expertise, commercial thinking and operational care to support the success of our properties.
From strategy and property operations to marketing, reservations and financial performance, every member of our team plays a part in helping hotel owners build stronger hospitality businesses.
The People Who Make It Happen
Meet Our Team
A dedicated team working across leadership, operations, business development and the services that support each property.
Yassir Demnati
Founder & Chief Executive Officer
Yassir founded Locanda International to give independent hotels the operating strength of a group without losing the character that makes them special. He brings two decades in hospitality with Kempinski, Shangri-La, Four Seasons and Hyatt across Dubai, Abu Dhabi, Qatar and New York, spanning sales, marketing, revenue management, operations and regional management. At Locanda he leads strategy, partnerships and owner relationships — and personally closes every management agreement.
Looks after: Strategy, growth, owner & investor relationships, final negotiations.
Nina Yaina
Co-Founder & Chief Experience Officer
Nina co-founded Locanda International with Yassir and leads the side of the business guests actually feel. As Chief Experience Officer, she owns the guest experience across every property — the atmosphere, the details and the personal touches that turn a stay into a memory and a first-time guest into a returning one. It is her standard that sits behind Locanda’s promise: a stylish home away from home.
Looks after: Guest experience, property atmosphere & styling, experience standards, guest journey.
Zineb Bouhou
Operations Specialist
Zineb runs Locanda’s operations on the ground. She leads the property teams across the portfolio, making sure every hotel operates to Locanda standards every day — staffing, service delivery and guest experience. She is currently leading the opening of Sarah Social Living, coordinating FF&E, recruitment and launch readiness.
Looks after: Property operations, ground teams, new openings, operating standards.
Lamya Mohajir
Business Development Specialist
Lamya is the first point of contact for hotel owners considering Locanda. With a background in revenue management and reservations, she speaks the language of occupancy, rates and distribution — and shows owners, with their own numbers, what Locanda’s commercial engine can add. She leads owner outreach and development across the portfolio.
Looks after: Owner prospecting, development pipeline, commercial proposals.
Ibtissam Belkoutbi
Marketing & Social Media Specialist
Ibtissam builds the brands behind every Locanda property. She leads marketing and social media across the portfolio — content, campaigns and community — and is Locanda’s press and media contact. Her work turns each property’s individual character into direct bookings and a loyal audience.
Looks after: Brand marketing, social media, content, press & media relations.
Samira Ait Dahmane
Admin & HR Coordinator
Samira keeps Locanda’s people and paperwork in order. She coordinates human resources and administration across the central team and the properties, manages hotel orders and stock, and makes sure the operational details behind the scenes are handled accurately and on time.
Looks after: Human resources, administration, procurement, orders & stock control.
Chaimaa Mouttakhid
Digital & Web Coordinator
Chaimaa owns Locanda’s digital infrastructure — the websites and booking channels that turn visibility into revenue. She builds and maintains the property and company websites, the owners’ reporting portal, and the analytics that show exactly how each hotel is performing online.
Looks after: Websites, booking channels, owners’ portal, analytics & digital performance.
Khadija
Reservations Coordinator
Khadija is the voice of Locanda for guests and members. She runs the central call centre and reservations for both Locanda’s hotels and Qafila Society — every enquiry answered, every booking handled personally and professionally. She also leads Qafila Society’s day-to-day operations, looking after its community of members.
Looks after: Call centre, reservations (Locanda & Qafila Society), guest enquiries, Qafila day-to-day operations.
Elena Kozlova
Financial Analyst
Elena is the numbers behind every owner report. She prepares the financial analysis and property P&Ls for the portfolio and models the performance of new projects before Locanda commits. Her weekly reporting feeds the owners’ dashboard, giving every owner a clear, transparent view of occupancy, rates and profitability at their property.
Looks after: Financial analysis, property P&Ls, investment modelling, owner reporting.
One Shared Purpose
Your Business, Supported by Our Team
Our team works across the areas needed to develop, operate and support distinctive hospitality businesses, with a shared focus on service, attention to detail and professional standards.