Humberto Fermo

Director of Hotel Operations

Responsible for overseeing all management teams related to HES Group’s hospitality assets, Humberto Fermo directs sales and marketing operations, sales analyses and strategy for all HES Group hotels. Prior to this position, Humberto served as the company’s Chief Operations Officer, where he was tasked with developing corporate budgets, launching strategies aimed at generating revenue and establishing staff benchmarks for success. Prior to that, Humberto was a member of
Kimberly Clark Venezuela’s finance department and Strategic Planning Manager of Andean Region for Snacks America Latina, the parent company of Frito-Lay, a division of PepsiCo. His efforts to maintain related statistical and financial reports, analyze market trends, maximize room revenue, and regularly track the effectiveness of broad-based marketing plans and RevMax strategies have enabled HES Group to position Aloft Miami Brickell as the area’s preferred market property.

More Team Members

Francisco Arocha

CEO/Managing Partner

Jose Antonio Herrera

Director of Operations and Franchisee Relations

Leonardo Campins

General Manager Venezuela