Felix L. Madera

About Me

I am a global hospitality leader with over three decades of senior level experience including luxury resorts, boutique hotels and condominium projects. I played a pivotal role in hotel development and construction of new facilities, as well as renovations throughout the United States, Latin America, Europe, the Middle East, and the Caribbean. One of my strong suits includes navigating diverse cultural marketplaces and business opportunities to deliver a focused approach to growing bottom line profitability.

Critical Skills:

  • International/Regional Project Management
  • Multi-facility Operational Expertise
  • Strategic Planning for acquisitions & new development opportunities
  • Knowledge of all Areas of Hotel Operations
  • Development of Revenue Sources and P & L Forecasting
  • International Brand Ambassador with in-depth problem resolution skills

Professional Experience

Sonesta Hotels, Resorts & Cruises, Executive Vice President of International Operations

1982 – Present (2015) Miami, Florida

  • Responsible for management of twenty-nine upscale luxury company owned and franchised properties with over 5,000 rooms and 6,000+ employees
  • Directed International operations for a $300M portfolio of hotel & resort properties in the Caribbean, Egypt, Italy, Peru, Latin America and the United States, including cruise ships in Egypt
  • Strategic Planning and Financial responsibility for operations, acquisitions, real estate development, asset management and cost alignment
  • Recruited executive talent to ensure consistency with corporate vision and mission allowing for market superiority relating to guest satisfaction scores
  • Led design and startup programs for new projects, prioritized capital projects, and reviewed and approved pro formas, assumptions and due diligence reports for new developments
  • Lead role in the negotiations of management and franchise agreements
  • Worked with owners and operators to identify new revenue streams and determine P & L Forecasting
  • Identified and vetted out new real-estate ventures and opportunities for brand expansion & market growth

Additional Experience

General Manager (82-85) Sonesta Beach Resort Key Biscayne and promoted to Executive VP/ International while continuing to manage all property operations through 2006.

Previously managed properties located in Anguilla, Aruba, Bonaire, Curacao, Israel, Sanibel Island and Orlando.

Opened and operated seven first-class properties in Peru, leading Sonesta to become the market leader.
Oversaw opening and subsequent repositioning of 486-room Trump International Sonesta Beach Resort, while maximizing efficiency and profitability of operations, and ensuring maximum guest and owner satisfaction.

Expanded market share in Egypt growing from one unit to thirteen destinations plus added a fleet of six luxury cruise ships operating on the Nile during tenure as Vice President.

1971 – 1982 (11 years)

Eleven years of hospitality management experience in New Orleans, Hawaii, Puerto Rico and Mexico with AmFac Resorts, Princess Hotels, Rock Resorts and the independent Hawaiian Regent Waikiki Hotel.

Board Experience

  • Greater Miami & the Beaches Convention & Visitor’s Bureau
  • Miami Science Museum
  • President of the Hotel Association, Big Island of Hawaii

Education

  • Inter-American University of Puerto Rico-Metropolitan Campus-Bachelor of  Science/Hospitality Management
  • Cornell University School of Hotel Administration
  • 6 Month Executive Education Curriculum designed to refresh management, revenue and operational skills
Testimonials

I have been in the hotel business for over 50, years, so I have really seen the best and the worst. Felix Madera as a hotel professional is probably the finest and best I have encountered in those years. He is knowledgeable about every facet of every detail that it takes to run a hotel operation. He is the ultimate CEO as it comes to running a complete hotel company, and his empathy, style and attitude with hotel associates, hotel customers and owners is unsurpassed.

In addition to his knowledge experience and style, Felix brings a passion and love for the business that no one can teach or learn, and a personal code of ethics, that include, loyalty, honesty (really telling it like it is), hard work, and professionalism. He is an inspiration and a true Icon of this business.

- Richard Millard
Chairman & CEO Trust Hospitality